Mercedes-Benz Opens Virtual Brand World in Second Life

Press Release

• With its virtual showroom, Mercedes-Benz sets new standards in the online world

• Exclusive live concert with Mixed Tape Stars at the opening on 20 February 2007

• Background information, pictures and videos available at the special website http://www.mercedes-benz.com/secondlife without registration

The inhabitants of the virtual world “Second Life” are in for a new highlight next week. On 20 February 2007 Mercedes-Benz sets up its own representation in the online world at www.secondlife.com. On the Mercedes-Benz “island” in the upmarket South West district (coordinates: 128.128.11) the Second Life inhabitants can visit the new showroom, and in the future will be able to experience cars on the Mercedes-Benz virtual test track. To mark the opening of its virtual showroom, Mercedes-Benz will host an exclusive live concert featuring artists from the successful Mercedes-Benz Mixed Tape compilation for all its visitors on 20 February 2007 at 10 p.m. (CET).

“Digital communication has been established as a permanent component of the Mercedes-Benz marketing activities. With Second Life we are consequently using a new communication platform to further address our existing and potential customers”, says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Passenger Cars. “In Second Life Mercedes-Benz sets new standards, both visually and with regard to the content. At the same time we offer to experience the fascination of the brand and its products in this virtual environment”, continues Mr. Göttgens.

The design of the showroom demonstrates a particularly detailed 3D architecture and reflects the modern Mercedes-Benz architecture of the real world. Among other elements the representation includes an area for vehicle presentations, a stage for events and big screens for interested users to view current product films and TV advertisements. Visitors of the virtual Mercedes-Benz world can also download the 16th compilation of the very popular Mercedes-Benz Mixed Tape music collection for free, prior to its official release on 27 February 2007. In addition, every visitor will be presented with a virtual Formula 1 racing suit and a helmet as a gift.

The accompanying website www.mercedes-benz.com/secondlife provides Internet users with a jump start to Second Life and a guide to the Mercedes-Benz island. The website can be accessed without having to register for Second Life and offers background information about the Mercedes-Benz presence in the online world as well as videos and pictures for downloading. Mercedes-Benz also provides its Second Life visitors with a brief guided tour of the island to ensure better orientation. For an optimum support, a virtual figure, an “avatar”, is available every day during the high usage times to answer the questions of the visitors. During the starting phase of the Mercedes-Benz world in Second Life there will also be a special press avatar available on working days from 2 p.m. – 3 p.m. (CET) for members of the media.