MERCEDES-BENZ
North america

TEST DRIVE TOURS + VIP Events:

Duties:

Develop and design event registration templates in collaboration with Mercedes-Benz Corporate Headquarters.
Plan, build, and execute websites, onsite applications, and triggered email communications for corporate and dealership events.
Create and edit all digital assets used in registration websites, onsite applications, and automated communications.
Monitor event data, provide real-time insights, and manage client interactions to ensure smooth event execution.

Overview:

Mercedes-Benz hosted a series of high-profile test drive tours and VIP events across Canada and the United States, including the Masterpiece of Intelligence Tour, Fascination Tour, and AMG Performance Tour. These events were managed both at the corporate level and by individual dealerships nationwide. To optimize operations, Mercedes-Benz sought a unified system for registration and data management to track event success, measure ROI, and link driving tour engagements to direct sales and lead generation.

Objective:

To design and implement a scalable, branded digital solution that streamlined event registration, data management, and customer engagement while ensuring consistency in branding and user experience across all corporate and dealership events.

Solution:

Working closely with the branding team at Mercedes-Benz Corporate Headquarters, I developed a flexible yet standardized web template to be used for both corporate and dealership-level events. Key components of the solution included:

Branded Web Templates: A locked-down framework ensuring adherence to Mercedes-Benz brand guidelines while allowing for dealership-specific customization.
Comprehensive Registration & Onsite Applications: Featuring guest lists, pre- and post-event surveys, and seamless event check-ins to enhance customer experience.
Automated, Personalized Email Communications: Triggered messaging tailored to attendee interactions before and after events.
Dealer Collaboration: A hands-on approach in designing and building hundreds of registration sites, ensuring a seamless experience for both corporate and dealership-run events.
Centralized Event Management: Provided Mercedes-Benz with a single platform to oversee all events, eliminating the need for multiple third-party vendors.

Results:

Enhanced Event Efficiency: Standardized registration and digital engagement across all test drive tours and dealership events.
Improved Cost Savings: Eliminated the need for multiple event management vendors, reducing overall event operational costs.
Increased Brand Consistency: Ensured all dealership-led events adhered to Mercedes-Benz’s corporate branding standards.
Actionable Data Insights: Enabled real-time tracking of event performance, attendee engagement, and lead conversion.
Growth & Retention: Within one year of onboarding, Mercedes-Benz became one of Limelight’s largest clients due to the success of the streamlined event management system.

By implementing this scalable and standardized digital solution, Mercedes-Benz significantly improved event execution efficiency, strengthened brand consistency across all dealership events, and leveraged data-driven insights to maximize event ROI.