Mercedes-Benz is
targeting an older gaming demographic with Nintendo games like “Super Mario
Maker” and “Mario Kart 8.”
While many consumers
still think of Nintendo platforms as kids’ toys, Mercedes-Benz, a division of
Daimler AG DDAIF 1.37% , is using
Nintendo Wii U to market its $32,500 GLA compact SUV to adult gamers across two
very different games.
The German automaker
has created a free Super Mario Maker event course called Mercedes-Benz
Jump’n’Drive. The course takes players through a variety of automotive-related
areas, including being at the dealership, taking a test drive through a city,
and cruising down the autobahn. Once players complete the level, they unlock an
in-game Mercedes-Benz GLA with Mario in the driver’s seat.
“Many people grew up
with Mario during the last 30 years, so there are quite a lot of 30- and
40-somethings around for which Super Mario Maker hails back to their childhood
days and gives them a large dose of nostalgia,” says Caroline Pilz, head of
product placement and fashion sponsoring for Mercedes-Benz Cars.
Pilz says the GLA is
part of a new generation of compact-class luxury cars aimed at an affluent and
progressive audience, making it a good match with a significant part of Super
Mario Maker’s target audience.
This latest initiative
expands a relationship between the game maker and automaker that originated
last year with a Mario Kart 8 integration. Mercedes sponsored free downloadable
content (DLC) for the racing game last summer, which includes the 1957 300 SL
Roadster sports car, the 1934 W 25 Silver Arrow formula racing car, and the
GLA.
“While we received a
lot of positive feedback on the campaign and the integration of our cars into
Mario Kart 8, we also learned that many gamers are skeptical about brands
appearing in their games,” Pilz says. “So we made sure to put a lot of effort
and passion into designing the actual level.”
Pilz says the great
thing about these video game sponsorships is that there’s no fixed limit. As
long as Nintendo NTDOY 0.03% supports these games, the Mercedes-Benz
content stays available as free downloadable or unlockable content.
With these Nintendo
deals, Mercedes now connects with gamers across all three consoles. The car
company works with Sony SNE 2.24% on its Gran Turismo franchise and Microsoft MSFT 0.22%
on its Forza Motorsport games, as well as game publishers like Electronic
Arts AE 1.88% on Need for Speed and Bandai Namco NCBDF 31.32%
on Project Cars.
“Gaming has been
important for our branded entertainment marketing strategy since the
integration of the SLS AMG sports car in Gran Turismo 5 in 2009,” Pilz says. “Since
then, we have intensified our relationships with the gaming industry and
executed at least one major marketing partnership per year. Moving forward,
there is very likely a growing importance of games, as the global gaming
audience is growing older and more diverse, and thus becomes even more relevant
to us as a brand.”
Pilz says the presence
in racing games is a good way for Mercedes-Benz to make a young,
car-enthusiastic audience familiar with its products.
“We have managed to
raise awareness for the sportiness of the brand, thus making the brand more
attractive and relevant for new target groups,” Pilz says.
Nintendo’s first mobile
“game,” Miitomo, is due out in spring 2016. This Fortune video explains why
Mario fans aren’t all that excited:
by John Gaudiosi
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