Mercedes-Benz's Minicar Brand Is Trying to Turn Snapchat Into Pokemon Go

Smart USA targets millennials

OK, don't let your heads explode, people. Even though Smart USA is running an effort that melds concepts from the mobile game that just will not leave the waking world alone—Pokemon Go—with the buzziest digital platform in recent months, Snapchat, we'll all be OK when the dust settles. 

The Mercedes-Benz brand, which sells eco-friendly cars, is encouraging its social media followers to take photos of its "smart vehicles" in the wild and share them by snapping @smartcarUSA.

"The brand is surprising and delighting some of their followers on Snapchat with smart-branded gear," Mark Aikman, general manager, marketing services for MBUSA, explained via email.

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