NEW YORK Mercedes-Benz has unveiled a partnership with New Line Cinemas on multi-platform brand integration that involves featured placement in Sex and the City: The Movie and promotional ads, ahead of the film's May 30 release nationwide.
The brand's S-Class sedan, as well as the Mercedes-Benz-sponsored "New York Fashion Week," will be in the backdrop of several scenes in Sex and the City. Also appearing in the film will be the new GLK-350 compact SUV, driven by Samantha Jones, one of the four main characters.
The vehicle will be the focus of a new Sex and the City-themed TV spot, via Merkley + Partners, New York, which will begin airing May 11. In the spot, a publicist notes: "When you're that beautiful and powerful, people love to say that you have attitude." While the viewer thinks the publicist is talking about Sarah Jessica Parker's character -- Carrie Bradshaw -- the commercial reveals that the publicist is actually referring to the GLK-350. The car will hit the U.S. market in January 2009.
"The Mercedes-Benz brand has always attracted trendsetters and style-makers and the partnership with Sex and the City, which personifies these attributes, is a very natural fit," Steve Cannon, vp-marketing for Mercedes-Benz USA, Montvale, N.J., said in a statement. "The movie is a great platform for us; it showcases Mercedes-Benz 'Fashion Week,' shows off our S-Class in its natural element and perfectly positions the new GLK-Class before it arrives in showrooms."
Mercedes-Benz will also be the presenting sponsor at the film's New York premiere at Radio City Music Hall on May 27. That same day, the brand will launch a microsite, www.mbusa.com/sexandthecity.com, offering a virtual tour of the new GLK-Class car as it visits the same New York locations used in the film.
In addition, Mercedes-Benz will host 34 exclusive screenings across 30 markets in the U.S., the day before the movie's release, to benefit charitable organization Dress for Success. In-store displays at dealerships will also support the tie-in.
