- With real-life stories and news from the world of vans, MYVAN is one of the world’s largest social TV platforms for commercial vehiclesLink to the Mercedes-Benz websites now provides users
- With additional information about the Mercedes-Benz vans shown
- New content formats enable targeted lead generation and sales support
Around three years after the site’s successful launch, Mercedes-Benz Vans has completely revamped its social TV platform MYVAN to improve service and networking. The international website is geared toward the self-employed and van enthusiasts, and tells real-life stories from the world of vans and commercial vehicles.
With a reach in the tens of millions and more than 6.5 million Youtube views, MYVAN is one of the biggest offers of its kind worldwide, providing content in three languages (English, German, and Spanish) to viewers in more than 180 countries.
The key element of the relaunched site is a completely revamped Web platform, which showcases the Mercedes-Benz Sprinter, Vito, and Citan vans in the sections “Product,” “People,” and “Work.” In addition to providing a simplified format structure, the revamped site focuses on optimizing user guidance. As a result, users can now immediately proceed to other pages, where they obtain additional information about the vehicle presented in each story.
“Brands are increasingly becoming mediums in their own right. As ‘MYVAN’ shows, we recognized this fact three years ago when we successfully launched the platform in its target group. We have consistently enhanced the platform to make it more closely interlink content and sales. As a result, we have achieved a new quality of dialogue-oriented customer communication,” says Nicolai Berger, Head of Marketing Communications & Product Information at Mercedes-Benz Vans.
The revised Web platform’s key elements will continue to consist of high-quality content in the form of videos, photo galleries, and articles in English, German, and Spanish. At the same time, MYVAN will also focus on social content at Facebook, Google+, Youtube, and flickr, where it will offer users more program features. It also has a Twitter channel for live broadcasts of events. As part of the refocusing measures, Mercedes-Benz Vans will also develop and implement more sales-oriented formats in the future.
“Today, good content is an important part of successful online brand communication. We are meeting these requirements with the revamped MYVAN platform, where we are also taking new approaches to content marketing,” says Claus Hammer, Manager Digital Marketing at Mercedes-Benz Vans.