Mercedes-Benz R-Class Launch: Be ouR guest

To launch the R-Class in key markets, ABC-TV and Mercedes invited viewers to "Be ouR Guest" to watch ABC's season premieres in hi-def and catch the premiere of the R-Class spots...with the chance to score some R&R at a luxury resort with an R-Class to drive during the stay, or one of 5 Sharp AQUOS LCD HDTVs.

Online elements included:

• Custom splash page offered an interactive experience, enabling users to explore the vehicle, create a custom R-class, and enter the sweepstakes
• Custom marketing research questions + opt-ins for future communication
• A suite of banner ads and rich media linked to the splash page