To celebrate the September arrival of the 2015 GLA compact SUV, Mercedes-Benz USA (MBUSA) is using the native functionality of Instagram to allow users to build their own version of the luxury compact SUV with a few simple taps in the app.
Allowing consumers to customize their vehicle plays an important role in the online shopping experience, and Mercedes-Benz is providing a unique tool for mobile-first consumers with the @GLA_Build_Your_Own account, says the company.
In order to build the interactive experience, the automaker created hundreds of Instagram accounts, uploaded more than a thousand images and utilized the platform’s tagging functionality. Personalized vehicle options include color, wheels, roof and grille designs.
Here’s how it works:
Search for Instagram user @GLA_Build_Your_Own
Click “Tap to start” and the tag to “Choose your color” appears
By tapping the tag links, the user is linked to another account that displays 11 color options
After selecting a color, the user taps the screen again to choose one of three wheel options
From there, the user chooses between a standard roof or a panorama roof and between a standard or illuminated grille
The user’s personalized GLA is then displayed with the price
The campaign, created in conjunction with digital agency partner Razorfish, is the most recent in a series of activations by MBUSA for the launch of the GLA.
Others include the #GLApacked Instagram photo series, featuring celebrities and influencers such as Ricky Fowler and Tyler James Williams, as well as the Mercedes-Benz Evolution Tour, a nine-city, invite-only concert series.