For the world premiere of their new Mercedes-Benz EQC at CES 2019 in Las Vegas, Mercedes transformed their new model into a wedding carriage. Four lucky couples were invited to test drive the new Mercedes-Benz EQC on the roads of Las Vegas and experience its special A.I. features first hand.
Why this launch twist works
- It turns a product reveal into a story. A “wedding carriage” reframes a tech premiere into an experience people immediately understand.
- It makes A.I. tangible. Instead of describing features on a stage, it puts them into a real drive where reactions matter.
- It earns attention without shouting. The setup is unusual enough to travel, while still keeping the car at the center.
The reusable pattern
Wrap a launch moment in a simple, human ritual. Then invite a small group to experience the product in-context so the story carries the technology, not the other way around.
A few fast answers before you act
What happened in the Mercedes-Benz “Yes, A.I. Do” activation?
For CES 2019 in Las Vegas, Mercedes used the EQC premiere as a wedding-carriage themed experience and invited four couples to test drive the car and experience its A.I. features first hand.
Why use couples and a wedding theme for a car launch?
It creates an instantly recognizable narrative frame, which makes the activation easier to remember and easier to share than a standard demo.
What is the main takeaway for product launches?
Give the viewer a clear story hook, then let the product prove itself through a real experience rather than through claims.
How do you keep a stunt from overshadowing the product?
Make the product the “stage”. The theme should guide attention toward the experience of the product, not away from it.