Objectives:Mercedes-Benz tasked Critical Mass with the online launch of the new 2003 E-Class, earmarked as its biggest model launch in 2002. Part of the campaign included a completely new technology branded as E-Experience, a series of fully interactive and navigable DVD quality Internet magazines about the 2003 E-Class. Once signed up, the E-Experience delivers large rich-media files directly to the users desktop, to be viewed in full-screen kiosk mode with a DVD level of quality.The specific objective of E-Experience was to deliver additional information about the 2003 E-Class to users in a totally unique and interactive way. Users “experience” an engaging mixture of exclusive video, imagery and interactivity on the all-new E-Class. It’s high-impact, high-quality viewing unlike any other.

The secondary objective was to marry the rich content of the E-Experience to purchasing channels by providing links on the top navigation to the E-class Web Site, Contact a Dealer, Build Your Own, and Test Drive and providing links after content items back to www.mbusa.com.Target Market:The 2003 E-Class appeals to the affluent married Caucasian male suburbanite. The median age is 52 with a household income of $159,000.