Mercedes Markets Mobile

It is another one of these examples where PR speak dilutes the message till no one knows what it actually is but here goes: Mercedes has instructed an agency to increase its use of mobile phones for marketing purposes, and the good folks from the PR agency do not forget to mention that "no other automotive manufacturer in the UK has implemented and maintained such a large mobile presence" So: what does that mean?

They want to "encourage active response from traditional advertising such as poster, print, TV, and DM, via mobile text calls to action, driving users to Mercedes-Benz mobile sites." But how, with what, what for? I don't know and they don't say. Now, mobiles and mobility - there surely is a common theme here somewhere. But will they do more than inform customers via SMS and try this Bluetooth trial? I would really wish they'd be somewhat more aggressive in communicating initiatives.