ROADSTARS POWERED BY MERCEDES-BENZ TRUCKS

ClientMERCEDES-BENZ TRUCKS
Category B02. Microsites
TitleROADSTARS POWERED BY MERCEDES-BENZ TRUCKS
Product/ServiceROADSTARS POWERED BY MERCEDES-BENZ TRUCKS
Entrant DAIMLER Stuttgart, GERMANY
Idea Creation MENSEMEDIA GESELLSCHAFT FüR NEUE MEDIEN Duesseldorf, GERMANY
Idea Creation 2 PRH HAMBURG KOMMUNIKATION, GERMANY
Credits
Name Company Position
Ralf Mense mensemedia Gesellschaft fuer Neue Medien mbH Managing Director
Stefan Heinzel PRH Hamburg Kommunikation GmbH Senior Executive

Background

"RoadStars powered by Mercedes-Benz Trucks" is the interactive community platform from Mercedes Benz Trucks. It is an online magazine for truck drivers, including special events, exciting articles and the latest industry information, inviting all truck fans to join in. Focusing on storytelling and events, RoadStars has something for everyone. The community was successfully formed by the different drivers interacting both with each other as well as with the brand Mercedes-Benz Trucks.

Describe the strategy

The RoadStars platform publishes new content on a daily basis, including international and national stories and events. To encourage the user to become a member, parts of the content can only be viewed after registering. The main target audience are Mercedes-Benz truck drivers as well as those of other brands. Additionally, the platform is targeting decision makers in transport, logistics and construction business. Until today the platform is available in 21 countries – more versions are in the planning stage. All communication aspects are supported by the RoadStars Facebook Fanpage (www.facebook.com/roadstars.mb), a weekly newsletter for 17 countries and several advertising campaigns.

Describe the execution

The basic content is mainly translated and coordinated by Daimler Headquater and is maintained through the enterprise content management system by Adobe Experience Manager (AEM). Local articles and other local content are published through the responsible markets. In case of a global interest, the article will be translated and published in all relevant languages and countries (global content redistribution).