Objectives: Mercedes-Benz tasked Critical Mass with the online launch of the first redesigned version of SL-Class in 13 years. The SL500 is the hallmark of the Mercedes brand and embodies the values that the company stands for; heritage, performance, design, luxury and safety. The Reincarnation of Inspiration theme was used to generate excitement and interest in the 2003 SL500. The specific objectives of the campaign were to drive traffic to the microsite, generate site visits to MBUSA.com, and generate qualified leads for dealers.Strategy: The target audience for this campaign is predominately males, aged 35-60, highly affluent, society influencers with a high degree of stability. In order to reach the target audience, the advertising campaign targeted luxury auto, finance, business and lifestyles sites such as Kelley Blue Book, Google, USA Today, National Geographic and others. The ads units had to be functional and engaging and provide a more compelling reason to click through beyond the basic "click here to learn more" message. By incorporating interactivity within the ad units they became more appealing to users. The campaign format included both Flash and html emails and banners as well as wireless ads. The microsite, built in Flash 5, offers visitors the opportunity to interact with the brand.Results: Just over 10 per cent of the 200,000 average weekly visitors to MBUSA.com clicked through the SL500 microsite. The email campaign has generated a 43 per cent overall click through rate in the first month. Over 1 per cent of total click throughs resulted in a completed dealer lead. The viral component of the campaign was strong as 4 per cent of email recipients forwarded the email onto friends, compared to a much lower industry average. The online marketing campaign is performing at two times greater than the industry click-through rate average. The campaign is significantly cost-effective as the overall Cost-Per-Click (CPC) is 50 per cent less than the campaign goal.