Mercedes-Benz recently announced that it will be debuting a tech-powered activation at the U.S Open. This will be the brands largest tech-powered activation. Mercedes-Benz is using the experiential event to demonstrate its in-car assistant technology. The carmaker has been a sponsor of the tennis tournament since 2010. They usually use the event to showcase new models and engage visitors with games. This year the automaker is hosting an experiential event to showcase its in-car voice assistant.
Mercedes-Benz Uses Experiential Event to Demonstrate Its In-Car Voice Assistant
The automaker is calling the experiential event “Serve Like Sloane”. It is an AR experience and it features 2017 U.S. Open champion Sloane Stephens. Sloane Stephens will be guiding players through a little tennis lesson. He will be doing this with the help of the Mercedes-Benz User Experience voice assistant (MBUX for short).
The experiential event will be open at the USTA Billie Jean King Tennis Center in Queens, New York until September 8. Visitors who would like to take a lesson would simply have to step up to the mini tennis court. They will then grab a racket and ask the screen at one end of the court: “Hey Mercedes, teach me to play like Sloane.” MBUX will then evaluate how well the player performs compared to the tennis champ.
If you think the voice assistant will be nice and spare your feelings, then you are in for a huge surprise. The MBUX is not nice and would call you out if your stroke doesn’t match up to the tennis champs (like it would). It will say “Practice your serve for two hours every day for the next 7,300 days and eat a balanced diet.” This means you might never play at the U.S. Open.
More Details about the Experiential Event
People interested in participating in the experience will have to sign-up with their information. They will then receive a digital video to share on social media afterwards.
After the U.S open experiential event, the automaker plans to open activation at another location. It will be opened on September 15 at the Mercedes-Benz Stadium in Atlanta for the first Atlanta Falcons football game of the season. But instead of featuring tennis champ Sloane Stephen, it will feature Falcons quarterback Matt Ryan.
The automaker plans to take the experiential event to other sporting events in the future.
Mercedes-Benz Talks about the Experiential Event
“We’re in the education phase on MBUX,” says Monique Harrison, head of brand experience marketing spoke about the activations. He stated that the automaker is in the education phase on MBUX. They want to ensure people are educated on what’s in the next Mercedes-Benz they will buy. He also talked about how the brand tries to always be where their customers are. He stated that sports is a big one for the brand.