If you think direct-messaging features on social channels are marketing wastelands, guess again. Mercedes-Benz told Adweek that it gets roughly 100 direct messages daily from customers and prospects on social channels like Facebook and Instagram.
That constant communication inspired a cheerful "Secret Santa" effort that is running until a few days before Christmas. Mercedes is direct-messaging its Facebook and Instagram followers with the chance to send a loved one a gift courtesy of the brand. The German company is giving away 1,000 items such as a leather chronograph watch (retail price: $179), a Harmon Kardon bluetooth speaker ($249) and Mercedes-branded products that cost more than $100 like a wool throw blanket and leather tote bag.
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