Mercedes-Benz, 2016 Pebble Beach Concours d’Elegance A larger than life brand experience driven by interactive storytelling GET IN TOUCH
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Pebble Beach, CA


Interactive Consultation
UI/UX Design
Custom Software Applications


Five (5) 1×3 Portrait Interactive Video Walls
Custom myShowacse™ Interactive Software
20 Large LED Panels with ambient background videos


Concours d’Elegance

Concours d’Elegance (French for a “competition of elegance” and referring to a gathering of prestigious cars) dates all the way back to the 17th century. At these events,, French aristocracy, would parade horse-drawn carriages in parks of Paris. Four centuries later, this rich history continues at the 2016 Pebble Beach Concours d’Elegance, and Mercedes leads a pack of several other elite automakers from around the world. This event is considered by many as the most important event for classic car enthusiasts.

Marketing Challenge

The Ask

At the Concours d’Elegance our client Mercedes-Benz knew they were showcasing amongst some of the most acclaimed automakers including Ferrari, Bentley, Bugatti, and Alfa Romeo. With over 15,000 spectators attending the event, and so much to see, Mercedes knew it would need to give guests a compelling reason to engage with their brand. And, with a classic car culture dating back to 1926 Mercedes knew that a powerful brand experience with consumer could be delivered by way of sharing its rich history with them in a new and modern way. Exactly how they would do this they were not quite sure, and that is why Mercedes-Benz reached out to spinTouch given their experience and success creating unforgettable brand experiences.

Client Testimonial

“Working with spinTouch has been great, the technology is easy to use… guests were able to get actively engaged rather than passively watch video”

Heiko Schmidt – Product Manager, Mercedes-Benz, USA


The Strategy & Experiences

Mercedes-Benz partnered with spinTouch to collaborate on a technology driven showcase, detailing their history of unmatched richness. As a sponsor of the Concours d’Elegance Mercedes-Benz had its own exclusive booth within the exhibition, which offered a great opportunity to gather spectators and deliver a unique experience with ultimate “wow factor”. For almost 20 years Mercedes only used passive signage. So when spinTouch introduced a series of 12 multi touch pillars with HD content that users could explore, the Mercedes experience was immediately elevated. Guests could walk up to any of the 5 interactive towers and take a historical cruise across Mercedes timeless history of innovative vehicles. spinTouch delivered a custom adaptation of their myShowcase™ interactive presentation software to showcase hundreds of videos and images. Guests could engage with content in a much more playful way, rather than just flipping through a standard brochure or book.

Technology Solutions:

  • Five (5) 1×3 Portrait Interactive Video Walls
  • Custom myShowacse™ Interactive Software
  • 20 Large LED Panels with ambient background videos

Software Solution:spinTouch
Fabrication& Management: Czarnowski
Content& Design: Public School

Innovation Now

The Results

Mercedes had successfully attracted more foot traffic to their booth than any prior year, and by no coincidence it was the same year they took a leap of faith and invested in a technology driven guest experience. The interactive brand experience they created for spectators bears semblance to their ability to connect cars and customers throughout their history. By offering a discovery driven approach to learning about their history and unrivaled innovation, Mercedes let the displays tell their story… a story that car enthusiasts aspire to be a part of due to their rich heritage. spinTouch was honored to help bring forth innovative technology to create a strong bond between consumers and the Mercedes brand.

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Experience the smartBooth™

Ready to get started?

We look forward to hearing about your project and sharing our knowledge and expertise. Let’s set up some time for a brief discovery call to dive and discuss your ideas and overall vision.

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