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Dec 15, 2011
- “MYVAN” enters direct dialogue with its customers and its target group.
- “MYVAN” seeks to provide assistance in everyday situations by offering the right transport solutions.
- Mercedes-Benz Vans responds early to the paradigm shift in media use.
"MYVAN" goes online as the first international Social-TV website in English and German, which specifically caters to a target group of tradesmen and van enthusiasts. Initiator and operator of the website is the business division of Mercedes-Benz Vans.
"Our goal with MYVAN is not only to establish a high-quality, brand-neutral, international platform providing service and entertainment but also to provide help for day to day life with the right transport oriented solutions. MYVAN will offer tradesmen who come in contact with the subject of transport sustainable benefits ", says Andreas Burkhart, Vice President Sales and Marketing Mercedes-Benz Vans.
The main contact point of "MYVAN" is the website: . In conjunction an active exchange of experiences and opinions with users can take place via the website and the various social media channels. Therefore the content and services of "MYVAN" are also extended in various social web channels - the social media hub. This includes its own Facebook page, which in addition to the website is also used as a platform for dialogue and additional video playback. Video content is also mirrored on a dedicated YouTube channel. A separate twitter feed is used for live coverage of selected events and shoots. A flickr feed is used for visual documentation and rounds off the social media hub.
The main focus of "MYVAN" is to create high quality content that is produced either in the form of films, photo galleries and / or texts. In addition, user generated content is included amongst other commenting possibilities. The user can comment on the different articles either directly on the website or on the other social media channels.
The goal of "MYVAN" is to provide users with news and trends from the world of vans and commercial vehicles. In addition, with the use of best practice examples as well as tips and tricks created especially for professionals an added value service is provided. This assists tradesmen in their professional lives helping them to successfully and sustainably further their business.
For this purpose, a total of five broadcast formats were developed:
myNEWS: News from the world of vans, innovations from industry trade shows and events.
myPRODUCT: Presentation of new product highlights, tests and information.
myBUSINESS: Portraying tradesmen, best practice examples, tips, tricks and trends etc.
mySPECIAL: Extraordinary stories from the van world and / or the user’s commercial vehicles.
GET IT done: Entertainment format with special and adventurous transport duties
"With MYVAN and the mix of moving image and social media, we are responding to the paradigm shift in media usage and this will prepare us for the media convergence, the fusion of internet and television," says Nicolai Berger, Senior Manager of Marketing Communication and Product Information at Mercedes-Benz Vans. "We also want MYVAN to be a first mover in its competitive environment."
The global collaboration with partners and local companies is controlled centrally from the Mercedes-Benz Vans business division in Stuttgart. "We see MYVAN as an international format that has relevance beyond national boundaries," says Andreas Burkhart, Vice President Sales and Marketing Mercedes-Benz Vans.
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