1SICKLEX
11-14-03, 01:29 PM
Friday, November 14, 2003
Mercedes woos hip-hop fans
Automaker tucks tickets for 3 cars in new Jay-Z record
By Mike Hudson / The Detroit News
Sprechen Sie bling-bling?
In a move designed to dust off its staid image, Mercedes Benz U.S.A. is partnering with hip-hop king Jay-Z to give away cars to the rapper's fans.
Borrowing a page from the Willy Wonka marketing playbook, Mercedes will be tucking three magic tickets -- each redeemable for a black C230 sports sedan -- inside copies of the rapper's latest record, "The Black Album," which hit stores today.
"This is not something we typically do," said Kassim Dawson, marketing spokesman for Mercedes Benz. "It's a chance to reach a younger demographic."
While the German automaker made its name catering to the over-50, elite crowd, it has achieved panache in the youthful hip-hop community in recent years.
To project status, a favorite tactic of many popular rap artists, musicians will incorporate pricey cars, clothes and drinks into their lyrics.
Thus far in 2003, Mercedes stands as the most referenced make among Top 20 rap songs, according to marketing consultant LucJam Inc.
In addition to the car give-away, Mercedes has also used Jay-Z's lyrics in some limited advertising.
The automaker isn't likely to adopt Sean Carter, a.k.a. Jay-Z, as the new face of Mercedes, however. The pop star is no stranger to controversy, thanks to a penchant for misogynistic lyrics and his involvement in a 2001 stabbing of a record executive.
Lucian James, founder of LucJam Inc. in San Francisco, said the low-key sedan giveaway is the perfect deal for both parties, given their disparate backgrounds.
"With a contest, Mercedes can target a niche audience," James said. "If you don't like Jay-Z, you likely won't even hear about it. It's not like he's the new spokesman of Mercedes and everyone has to deal with it."
Mercedes woos hip-hop fans
Automaker tucks tickets for 3 cars in new Jay-Z record
By Mike Hudson / The Detroit News
Sprechen Sie bling-bling?
In a move designed to dust off its staid image, Mercedes Benz U.S.A. is partnering with hip-hop king Jay-Z to give away cars to the rapper's fans.
Borrowing a page from the Willy Wonka marketing playbook, Mercedes will be tucking three magic tickets -- each redeemable for a black C230 sports sedan -- inside copies of the rapper's latest record, "The Black Album," which hit stores today.
"This is not something we typically do," said Kassim Dawson, marketing spokesman for Mercedes Benz. "It's a chance to reach a younger demographic."
While the German automaker made its name catering to the over-50, elite crowd, it has achieved panache in the youthful hip-hop community in recent years.
To project status, a favorite tactic of many popular rap artists, musicians will incorporate pricey cars, clothes and drinks into their lyrics.
Thus far in 2003, Mercedes stands as the most referenced make among Top 20 rap songs, according to marketing consultant LucJam Inc.
In addition to the car give-away, Mercedes has also used Jay-Z's lyrics in some limited advertising.
The automaker isn't likely to adopt Sean Carter, a.k.a. Jay-Z, as the new face of Mercedes, however. The pop star is no stranger to controversy, thanks to a penchant for misogynistic lyrics and his involvement in a 2001 stabbing of a record executive.
Lucian James, founder of LucJam Inc. in San Francisco, said the low-key sedan giveaway is the perfect deal for both parties, given their disparate backgrounds.
"With a contest, Mercedes can target a niche audience," James said. "If you don't like Jay-Z, you likely won't even hear about it. It's not like he's the new spokesman of Mercedes and everyone has to deal with it."