Mercedes-Benz redesigns its iconic rocking dog ornament as a virtual character

Dive Abstract:

  • At CES, Mercedes-Benz introduced a partnership with Superplastic, a Web3-adjacent leisure model that creates digital characters for social media and associated collectibles equivalent to toys and clothes, based on particulars shared with Advertising and marketing Dive.
  • Collectively they reinvented Wackeldackel — swinging dog ornament It’s usually hooked up to the dashboards of automobiles because the Superdackel, a grinning 3D character adorned with a Mercedes-Benz pendant chain.
  • Superdackel will characteristic social media content material, together with a brief animation alongside present Superplastic characters Janky and Guggimon. Mercedes-Benz mentioned the collaboration represents efforts to discover new fields of arts and leisure.

Diving Data:

With its Superplatstic connection, Mercedes-Benz is making the most of the basic wave of curiosity in digital characters. Billed as an rising leisure model, Superplastic has been sporting just a few hats by designing high-end collectible figurines, distinctive tokens and experiences alongside “artificial” celebrities and influencers. The corporate has lately partnered with different notable artists and designers, together with rapper Vince Staples and Tommy Hilfiger, based on its social media presence.

Superplastic’s anthropomorphic animal mascots are widespread on-line, a degree of cachet that Mercedes-Benz might capitalize on by including its personal branded character to the roster. Guggimon, a lanky white rabbit with a shark-like grin, has greater than 1.5 million Instagram followers, whereas his bear buddy Janky has greater than 1 million followers.

In a brand new animated brief, the duo try to steal a Mercedes-Benz from the seller showroom once they uncover the Superdackel contained in the automobile and befriend the dashing canine. The group then takes enjoyable rides round New York Metropolis with Superdackel, who transforms from a timid backseat rider to a assured persona throughout their nightly adventures. Alongside with digital contentSuperdackel makes its face-to-face debut within the type of a statue over 2.8 meters tall at CES in Las Vegas, Nevada.

The idea serves to revamp the Wackeldackel board ornament, first launched for the Web3 period within the mid-60s. Strategically, Mercedes-Benz needs to “defy expectations and interact with cultural pioneers and new audiences”, Bettina Fetzer, vice chairman of communications and advertising, mentioned in a press launch. A press launch signifies that the partnership will broaden by means of 2023.

Web3 and metaverse activations are geared in direction of youthful audiences, who are sometimes digital natives and like channels like gaming and social media. Different huge manufacturers have experimented with the digital influencer area. Pacsun, a youth retailer for back-to-school and vacation campaigns, computer-generated impressive Lil Miquela. Frosted Flakes additionally final 12 months turned mascot Tony the Tiger into a Vtuberor digital stay stream creator.

Mercedes-Benz made different huge bulletins at CES as a part of its “Tech to Need” showcase. vehicle producer plans to introduce its own global charging network For electrical automobiles, the primary transfer in North America is predicted to be accomplished by 2027.

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