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Mercedes-Benz Canada has engaged consumers IRL with winter off-roading excursions and a small-scale concert series before, but the automaker recently combined both programs to launch a new, explicitly Canadian experience designed to boost brand awareness.
The brand in January held its first #MBOwnsTheIce event, which invited Canadian journalists and influencers to participate in winter-themed activities in the remote town of Gimli, Manitoba. The two-day event offered guests a chance to test-drive vehicles on icy racetracks and natural snowy terrain.
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