Mercedes enters the land of Narnia

BRAND OWNER:Mercedes-Benz
CATEGORY:Automotive
REGION:EMEA
DATE:Jul 2008 - May 2008

To celebrate a partnership between Mercedes and Disney’s movie series The Chronicles of Narnia, the auto brand sought a magical online experience that bridged the two brands and harnessed the pester power of children which can greatly influence parent car purchasing decisions. A limited edition of the Mercedes Viano designed to coincide with the release of the Narnia film featured independent screens, infrared headphones with game console connection, an iPod and multimedia reader.
Together they came up with an online communication platform at www.mercedes-benz.com/narnia.
The website was a 3D world willed with adventure and inspired by the second film in the series based on the CS Lewis novels, Prince Caspian.
The interactive website is a complex 3-D globe on which the user experiences their online adventure while travelling with the Mercedes Viano model of car. The car was positioned as a modern steed; the very best place for heroes. After an archery game, the user meets their new travelling companion in the deep, dark forest: the Viano. Users can also share the site with friends by entering their email, challenge the Narnians to an ear waving contest, upload a picture of themselves to be morphed into a mythical creature or watch a trailer of the film.
This was supported by an online banner campaign to support the launch of the website and drive traffic to it, featuring the headline ‘Beware! Enter at your own peril!’.
The site received over 100,000 visits, with an average dwell time of more than 5 minutes. The game also allowed for data capture of thousands of addresses.