Mercedes-Benz Creates an Immersive Experience at the Frankfurt Auto Show
Seeking a way to stand out at this year’s International Motor Show IAA in Frankfurt, Mercedes-Benz turned to Instagram for inspiration. The automaker constructed a space composed entirely of Instagram images: 7 million pixels across nearly 13,000 square feet.
Photos came from the Instagram community using the hashtag #mbcariaa, which Mercedes-Benz announced on Facebook and other media channels as well as on the image wall itself. The automaker describes the installation as an “emotional” campaign designed to engage the community. “They can actively play a part in the exhibition on the show stand with Instagram pictures and thus help shape it.”
Over the course of the show, September 12-22, a team at the Mercedes-Benz offices selected the most striking images from the over 1,500 submitted and turned them into a mosaic, using software to animate the images. Every 30 minutes the team swapped in a new set of photos to ensure the installation was constantly evolving. The best images were also published to the Mercedes-Benz Pages on Facebook and Google+.
To raise the stakes for the installation, the automaker also hosted four photo bloggers overnight on Sunday, September 15 for an Instagram shoot-out: @teymur, @koelnformat, @marioroman_pictures, and @fuenfkommasechs.
The bloggers’ photos appeared on the official Mercedes-Benz Instagram account, @mercedesbenz, and as part of the installation. Each blogger uploaded one photo per hour over the course of the night with #mbshootout. The Instagram community then had until Wednesday, September 18 to vote by liking their favorites.
Photographer Mario Roman Lambrecht, @marioroman_pictures, led the pack with over 242,000 likes across his 12 photos. His prize? Lambrecht will manage the international Mercedes-Benz Instagram account, @mercedesbenz, in November.
And even though the show ended on Sunday, Mercedes-Benz has continued to share images from the event on Facebook, allowing the high-impact campaign to live on.