The three-month "Smart Cities" campaign will launch in May 2009 to coincide with the introduction of the smart fortwo car in China. The companies said the campaign will allow users to begin a virtual world tour, beginning with Paris, Rome and San Francisco. In each city, users will be guided on an insider's tour by a virtual native. Using Speak2Me's interaction platform, the users will speak to their guides in free-flowing conversations, helping them learn about the city's attractions and culture, pick up a few phrases in the local language, and improve their conversational English.
"We're very excited to have smart as our launch client," said Michael Kraft, CEO of Lingo Media. "International travel and car ownership are part of the lifestyle aspirations of the hundred-million-plus young professionals and students who are studying English in China today. Mercedes immediately saw the potential of building brand affinity through Speak2Me, and the ongoing Smart Cities will associate the smart brand with the user's lifestyle aspirations."
"We've chosen cities that naturally appeal to smart consumers," said Liu Lei, Senior Manager for E-Marketing for Mercedes-Benz (China). "These are young, curious and self-confident people who value individual expression, exploration and international travel. With Speak2Me, we're giving them a sneak-preview of the authentic experiences to be had in these places, and we hope to make this a regular feature, launching cities on a regular basis in the future."
In each smart city, users will be greeted by a virtual friend - an English-speaking local (and smart owner) who will guide them on an insider's tour of the places that by-the-book tourists rarely see, and get a taste of what it's really like to live there. Each city features eight "destinations", chosen to expose the user to a different facet of the city's historical heritage.
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