For years, luxury car brands have been trying to increase engagement from the coveted millennial audience. So, for the holiday season we wanted to find a new way to reach millennials.

The Lil’ Benz Dealership: an authentic Mercedes-Benz dealership experience where every detail of a real Mercedes-Benz dealership was meticulously recreated to be kid sized. The pop-up experience included little Mercedes-Benz cars, little salespeople, little owner’s manuals (coloring books), and even a photobooth for making little driver’s licenses on the spot. To advertise, we made ads that looked exactly like premium Mercedes ads—until we revealed that the cars were actually kid-sized. Our films were even narrated by our brand voice: Jon Hamm. The 360º experience also included mall posters, and PR all driving to the dealership.

“Millennials aren’t kids anymore. They have kids.”* So, for Christmas 2018, instead of engaging millennials directly, we decided to do something magical for the people who are really in charge of Christmas: their kids.

*Quote Source: Fast Company

The Lil’ Benz Dealership was a pop-up dealership experience located at the King of Prussia Mall in Philadelphia during the holiday season (December 2018). Every detail of a real Mercedes-Benz dealership was meticulously recreated at kid scale. To ensure every detail felt authentically Mercedes, the dealership was designed and built in partnership with Mercedes-Benz’s exhibit and events design company.

We advertised the dealership with two teaser films released on Mercedes-Benz social accounts (Instagram, Facebook, YouTube).

Lil’ Benz vehicles were available for purchase onsite and through a custom website.

Retail prices ranged from US$450 to US$650, depending on the model.

Lil’ Benz became Mercedes-Benz USA’s most shared social campaign ever.

Over 159,000 new Instagram followers in under one month—our biggest monthly increase ever.

98% positive sentiment in comments across Instagram, Facebook, and Twitter.

71% of views/shares came from people who didn’t previously follow our accounts.