Mercedes-Benz becomes first partner of FLOADED

Muamer Hodzic September 13, 2007

On September 17, the teamWorx/UFA film production company and the media company Gruner +Jahr media will launch FLOADED www.FLOADED.com, a completely new type of Web platform in Germany. Loaded Film Entertainment (FLOADED) will show high-quality short films featuring brand presence and interactive functions. Mercedes-Benz will become the first brand to partner with the innovative advertising platform when the site launches a short film called “The Illusive” – an amusing parody inspired by an imaginary account of the automaker’s everyday activities.

We all know that BMW has done this before, seven plus years ago to be exact, with their BMWfilms platform. I still remember waiting impatiently for each short film, oh the good old days.

“Mercedes-Benz is already one of the ten most valuable brands in the world today,” says Dr. Olaf Gà¶ttgens, Vice President Brand Communications Mercedes-Benz Passenger Cars. “We have an established customer base that we directly communicate with, and our traditional advertising measures on TV and in print reach most typical consumers. In order to reach new and, above all, young target groups, however, we’re focusing on new forms of advertising. Like Mercedes-Benz TV or Mixed Tape, Floaded provides a forum for new forms of interactive branded entertainment.”

Nearly all Mercedes-Benz marketing measures are networked with one another in some way, and FLOADED is no different in this regard. On September 25, 2007, for example, Mercedes-Benz TV will present a special about the new film and its director, Roman Kuhn (www.mercedes-benz.tv). In addition, starting September 13, 2007, visitors to the IAA Frankfurt International Motor Show will be able to download the film’s trailer to their cell phones at Mercedes-Benz’ Mobile Push Area.

What makes FLOADED so new and unique is the way brand partners like Mercedes-Benz are presented at the website, with an interactive feature that enables users to stop the film at certain points and go to brand profile sites via a “Brand Layer.” In addition to providing users with additional information about the product (“The Illusive” features the new C-Class station wagon and the SLR Roadster), the profile sites also offer a link to the brand partner’s website (www.mercedes-benz.de). The profile sites also feature cut scenes and “making of” sequences.

“I’m very pleased that we’re able to work with a highly respected partner like Mercedes-Benz for our first FLOADED project,” says Stan Sugarman, head of G+J Media Sales. “FLOADED is a completely new and innovative form of advertising, and participating in our project helps Mercedes-Benz to present itself as a modern and innovative brand. I’d like to thank Olaf Gà¶ttgens and his team at Mercedes-Benz, as well as our partners UFA and Crossing Pictures, for their outstanding and professional cooperation in the production of THE ILLUSIVE.”

So-called Loaded Films fulfill two important functions for the featured brands. First of all, being included in a film plot creates a high level of identification with the brand in question. Secondly, “Brand Layer” technology can be used to accomplish something that isn’t possible by means of conventional advertising films: It can get consumers to take action without having to switch media. In other words, users can find out more about featured products in a playful way without having to move away from the computer screen.

Another quality feature that distinguishes FLOADED films from other Internet videos is the style and professionalism that goes into them. FLOADED’s first film, “The Illusive”, was directed by Roman Kuhn, for example, and stars Franziska Schlattner and Robert Seeliger.

About “The Illusive”:

When automakers test new vehicles they usually cover them with stickers in order to keep its appearance secret from the public before it’s released. The reason such vehicles can be seen on the road in the first place is that they have to be tested under real driving conditions, and they also must be photographed and filmed for advertising campaigns. The latter is done with the vehicle uncovered, of course – and there are some photographers who try to find out where and when such photo shoots will occur so they can obtain a scoop…

An abandoned raceway in northern France: With security extremely tight, Mercedes-Benz is preparing for a photo shoot for its latest high-horsepower jewel – a super roadster never before seen by anyone outside the company. Photographer George Zabrinski – part secret agent, part paparazzo – has found out about the event while driving in his new C-Class and is now following the Mercedes engineers. George isn’t just any photographer – he’s the best. What he doesn’t know, however, is that Laura Ziegler, Mercedes-Benz’ new security chief, already knows that the legendary prototype hunter is heading for the shoot. The clever Laura does everything she can to foil George’s plans. An intriguing game of cat-and-mouse begins, one which George appears to be losing. Needless to say, the end of the film is both surprising and amusing.

Laura is played by Franziska Schlattner, who most recently appeared in Vivian Naefe’s Die wilden Hühner II, Oskar Roehler’s Elementary Particles, and Sebastian Niemann’s Hui Buh das Schlossgespenst. She has also been in several German television series, as well as in Rainer Kaufmann’s award-winning TV film, Marias letzte Reise. George Zabrinski is played by Robert Seeliger, an actor who was born and raised in Canada. While working on the German-Canadian television co-production Miss Texas, Seeliger met German actress Natalia Wà¶rner. He and Wà¶rner are now married and live in Berlin. Seeliger has appeared in numerous North American television productions.

This fast-paced short action film was directed by Roman Kuhn, who has made a name for himself as a writer, producer and director of advertising and feature films. The soundtrack for “The Illusive” was provided by “The Kilians,” a newcomer band whose debut album Kill the Kilians was released on Universal’s Vertigo label.