Mercedes-Benz launches Tinie Tempah music 'mashup' project

Mercedez-Benz: '#soundwithpower' TV campaign
Mercedez-Benz: '#soundwithpower' TV campaign

Mercedes-Benz has signed up rapper Tinie Tempah for a campaign that encourages visitors on the "mashup" website to create their own music video.

The mashups will combine the Tinie Tempah track ‘Pass Out’ with the noises made by the new Mercedes E63 AMG saloon. Participants will be able to share the mashup on Twitter using the #soundwithpower hashtag.

The activity fits into Mercedes’ continued attempt to connect with a younger audience through social media, which it kicked off early last year.

Mercedes has previously undertaken social media activity through its Fashion Week tie-up, but it is now making a concerted effort to integrate social platforms into its long term strategy.

The marque's focus on attracting a younger audience appears to paying off, with new unit sales in the UK for the year ending 30 September hitting 86,624, a year-on-year increase of 18%.

The #soundwithpower digital activity supports a TV campaign that features a man wearing a suit loaded with LED lights that illustrate how he emotionally reacts to a variety of sounds.

The sounds range from the engine noise of a Mercedes E63 AMG to the noise of the ocean and a baby laughing.

TV activity will debut tomorrow (5 October) during the 'X Factor' on ITV and will also appear in cinemas during blockbusters including the new 'Thor' and 'Hobbit' movies. 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music