15.12.11
Wheelsology
'MYVAN' goes online as the first international Social-TV website in English and German, which specifically caters to a target group of tradesmen and van enthusiasts. Initiator and operator of the website is the business division of
Mercedes-Benz Vans.
"Our goal with MYVAN is not only to establish a
high-quality, brand-neutral, international platform providing service and
entertainment but also to provide help for day to day life with the right
transport oriented solutions. MYVAN will offer tradesmen who come in contact
with the subject of transport sustainable benefits," says Andreas Burkhart,
Vice-President, Sales and Marketing Mercedes-Benz Vans.
The main contact point of 'MYVAN' is the www.myvan.com. In conjunction an active exchange of experiences and
opinions with users can take place via the website and the various social media
channels. Therefore the content and services of 'MYVAN' are also
extended in various social web channels - the social media hub. This includes
its own Facebook page, which in addition to the website is also used as a
platform for dialogue and additional video playback. Video content is also
mirrored on a dedicated YouTube channel. A separate twitter feed is used for
live coverage of selected events and shoots. A flickr feed is used for visual
documentation and rounds off the social media hub.
The main focus of 'MYVAN' is to create high
quality content that is produced either in the form of films, photo galleries
and/or texts. In addition, user generated content is included amongst other
commenting possibilities. The user can comment on the different articles either
directly on the website or on the other social media channels.
The goal of 'MYVAN' is to provide users with
news and trends from the world of vans and commercial vehicles. In addition,
with the use of best practice examples as well as tips and tricks created
especially for professionals an added value service is provided. This assists
tradesmen in their professional lives helping them to successfully and
sustainably further their business.
For this purpose, a total of five broadcast formats were
developed:
> myNEWS: News from the world of vans, innovations from
industry trade shows and events.
> myPRODUCT: Presentation of new product highlights, tests
and information.
> myBUSINESS: Portraying tradesmen, best practice examples,
tips, tricks and trends etc.
> mySPECIAL: Extraordinary stories from the van world and /
or the user’s commercial vehicles.
> GET IT done: Entertainment format with special and
adventurous transport duties
"With MYVAN and the mix of moving image and social
media, we are responding to the paradigm shift in media usage and this will
prepare us for the media convergence, the fusion of internet and
television," says Nicolai Berger, Senior Manager of Marketing
Communication and Product Information at Mercedes-Benz Vans. "We also want
MYVAN to be a first mover in its competitive environment."
The global collaboration with partners and local
companies is controlled centrally from the Mercedes-Benz Vans business division
in Stuttgart. "We see MYVAN as an international format that has relevance
beyond national boundaries," says Andreas Burkhart, Vice-President, Sales
and Marketing Mercedes-Benz Vans.
Posted in: Mercedes-Benz,Out of Wheels,Van
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