Mercedes-Benz Steers Musical Future Forward Auto Manufacturer Ramps Up Music Initiative
Posted by Mike Tunnicliffe in Ad Age Songs For Soap on 03.04.08 @ 12:20 PM
German automaker Mercedes-Benz is stepping up a gear in its drive to attract younger purchasers. In 2004 the company launched a music download initiative called Mixed Tape, which has attracted over 2.5 million users to download 28 million songs.
Mercedes-Benz has turned its Mixed Tape concept into an online video channel.
Now, Mixed Tape is entering a new era: Mercedes-Benz is keeping the popular download compilations and broadening its scope to include a monthly music show on Mercedes-Benz TV.
The half-hour Mixed Tape Music Magazine show features videos, album reviews and profiles of newcomers and established artists -- with a different theme for every show. Every eight weeks, music fans can download ten free tracks from up-and-coming artists, some of whom will be showcased in the monthly TV magazine.
This extension into online TV is an interesting move for Mercedes, whose original Mixed Tape site is claimed to be the most successful legal free music download site in the world.