To highlight the off-road and adventurous capabilities of the 2017 GLS SUV, and add an element of personal storytelling to the Mercedes-Benz #Photopass series, we launched a Mercedes-first, long form branded story featuring Kelly Lund and his furry kindred spirit, Loki in Crested Butte, Colorado. The close relationship between the two fuels their desire to cover new ground and see new places. A moment of their adventurous lives was captured in short film with an accompanying 360° journey.
360° journey *Please view in Google Chrome or Facebook for the full 360 experience*
As a result, the video went viral, receiving over 4M+ views across platforms, 80,000 social media engagements, 70,000 new social follows and drove 1.2MM visitors to the GLS product page. Mercedes also attracted earned media worth over $4 million.
Accompanying photopass series
Agency: Razorfish NY
Role: Sr. Video Editor
Director: Murray Wais
DP: Steve Winter
360° video DP: Elliott Mizroch
Photographer: Trent Bona
Featured:
Fortune: Mercedes-Benz Drives Two Virtual Reality Experiences
Fast Company: Instagram’s Loki The Wolfdog And Mercedes Want You to Explore the Wild in VR
Adweek: 5 Instagram Tips From Mercedes-Benz, Which Gets Superb Engagement on the Platform
Digiday: Mercedes-Benz uses influencers to reach millennials
Luxury Daily: Mercedes-Benz partners with man’s best friend for virtual reality escapade
Mashable: Watch a man and dog adorably frolic in snow using virtual reality
Slash Gear: Mercedes shows off a day in the life of a GLS in stunning VR
VRfocus: Mercedes-Benz USA Release 360-Degree Video of Loki the Wolf Dog
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