The Mercedes specialist successfully sells cars for several decades. For the repair shop customer loyalty is a key issue. Up to now unused potentials of social networks, especially with younger audiences, should be activated in terms of the important topic. At the entrance of the company in social media activities tradition and the present should be connected together in a creative way.

In the scope of the facebook presence a competition application is created through which the merchant is able to determine customers’ desires in a direct dialogue. The user has the possibility to win a weekend tour with a convertible Mercedes SLK by participating in the sweepstake. To use the competition application, the partipant has to like the Massmann facebook fan page. This means that with the help of the sweepstake fans can be automatically generated.

The highly team-oriented generated facebook presence creates a lot of positive feedback with customers, employees and the public. Through the competition, which makes use of viral effects, new fans are generated and a channel for sustainable dialogue with customers is created. A sophisticated combination of analog and digital activities intensify customer loyalty sustainable. More explicit advantages for the “fans” deepen the lively dialogue with the customer.