Real-time storytelling helps Mercedes-Benz drive consumer engagement

Mercedes-Benz, the automaker, employed an innovative storytelling approach to help explain its complex 4MATIC four-wheel drive system.

Creating a compelling narrative around a product is one of the basics of marketing, but Gruppo Roncaglia, an Italian agency, took this idea a step further with its campaign for Mercedes-Benz's 4MATIC intelligent four-wheel drive system.

Using Google's suite of application programming interfaces (APIs), Gruppo Roncaglia was able to craft an online story that drew in readers by adapting to their circumstances, and making them part of the narrative, in real time.

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