Do you have a B-face and live in Canada? If you do, you can become an ambassador of the all-new 2013 Mercedes-Benz B-Class, Mercedes-Benz B 250, as the company is on the lookout for individuals, who “truly personify the essence of this stylish and versatile new model.” On the dedicated website, Mercedes-Benz aficionados can associate themselves with one of the four types of B-face, four key characteristics the Mercedes-Benz B 250 vehicle has—B-Seen (love parties, openings and posting looks), B-Adventurous (love extreme challenges in the open air), B-Spontaneous (love doing things no one expects from them), and B-Playful (love things that make other people laugh)—for a chance to become a Mercedes-Benz ambassador.
Pic. Mercedes-Benz’s competition B-The-Face, www.mb-theface.com
An ability to create buzz in social media and be a savvy social influencer is a must for each category—the second thing the brand asks after you’ve determined the personality type is links to your social media profiles (Tumblr, Twitter, Facebook, YouTube, Pinterest, Google+ and your blog). Mercedes-Benz doesn’t require contestants to provide bios or description of their personality—instead, it invites the applicants to tell in just 131 characters why they deserve to #BTheFace (and send it as a tweet by February 15). The brand will analyze the applicants’ activity on the social media platforms to shortlist five people in each category on the first stage. Then, it will call public to select the winners by May 1—they will receive a one year lease of the Mercedes-Benz car and become the brands ambassadors for four months.
The idea to turn common people, who embody the brand’s essence, into ambassadors is not new at all—for instance, in 2010 DENiZEN youth brand from Levi’s portfolio tapped a team of younger bloggers, professionals from various fields, to discuss various topics, revolving around issues important for the target audience.