Mercedes-Benz x Mayfair Witches

Mercedes-Benz’s Ambitions

Create an ownable moment for Mercedes-Benz to narratively exist within the fabric of one of our engaged fan universes.

The Action

​In 2022-2023, Mercedes-Benz and the AMC Networks Content Room joined forces for an epic partnership, integrating Mercedes-Benz into the full season of Mayfair Witches as the official car of The Talamasca, a secret organization that monitors the supernatural within the Universe of Anne Rice. Mercedes vehicles were seen wherever the Talamasca went, with 3x vehicles integrated throughout the series.
​
To further amplify Mercedes in-show presence, we developed a custom program to surround the season, including a linear Next On sponsorship and a social campaign with custom integrated clip-based content – ensuring Mercedes branding lived everywhere.​

Results

Across social, AMC Content Room and Mercedes worked together to develop a 3x part content series that gave fans a deeper look at the Talamasca and included clips of the integrated Mercedes vehicles. Content lived across the Immortal Universe and AMC Facebook and Instagram handles and exceeded performance goals – hitting 7.3M total impressions (58% above benchmarks).

Mercedes was further weaved into the universe including a key FOB integration into the second season of Interview With the Vampire, leading to a renewal for Mayfair season 2 with double the amount of vehicles integrated into the season and a talent partnership and content series developed.