HearDis! Revised the Content Marketing Project Mercedes-Benz Mixed Tape
The Mercedes-Benz Mixed Tape was likely the most thriving and popular music marketing project of an automobile manufacturer during its nearly ten-year run. From 2013 to 2015, HearDis! was part of this success story and revised the concept of Mixed Tape. Content-wise, the service made a rather inconsistent impression until then: The periodically released download compilations contained songs by unknown, upcoming artists, while the textual content focused on established musicians.
Consistency of Music and Editorial Content
Originally only newcomers without record deals were featured on the Mercedes-Benz Mixed Tape compilations. To make the service even more appealing to listeners, we licensed already published songs by better known artists in addition. Following the release of a compilation, we presented each song individually to put the artists in the limelight and create related textual content. We also added free downloads to articles and interlinked music and posts. We took care of song research and rights clearance and also produced all editorial content for the project.
Combination of Music Activities
Our revision unified the editorial with the musical content of Mercedes-Benz Mixed Tape. Articles, interviews and free downloads now featured a far more consistent range of artists and bands. In addition we synchronized the project musically and content-wise with the other audio activities of the brand which we administered, such as Mercedes-Benz Radio.
