To mark the launch of the new B-Class, the Star's network of Italian dealerships hosted casting sets throughout Italy for the film "The Best Years." A format conceived, produced and managed by Gruppo Peroni Eventi. 94 showrooms located throughout the country, 664 staff including audio, video technicians, assistant directors, hostesses, stewards and supervisors, 10,000 children enrolled in the auditions: these are the numbers of 'Bthestar', the open weekend of the new Mercedes-Benz B-Class. An original format conceived and produced by Gruppo Peroni Eventi, a great success both as a live event and as a media phenomenon. On the occasion of the open weekend for the launch of the new B-Class, the Star's network of Italian dealerships hosted almost 8 thousand families with children aged between 6 and 12 years old to give them the chance to join the cast of 'I migliori anni' the next film by Gabriele Muccino produced by Lotus Production.
The advanced artificial intelligence of the MBUX, one of the hallmarks of the Star's new Sport Tourer, was tasked with interacting with children and discovering new stars. While children's castings were staged inside the new B-Class for the whole family to live the movie dream, real sets were set up in all the dealerships to host engaging photo shoots made in partnership with Polaroid: interacting with the Polaroid Mint was, thus, possible to bring back an additional memory that made the experience truly unforgettable. Making the experience even more immersive was a series of themed food corners that helped brighten the families' day at the dealership.
The dedicated platform, bthestar.it, has been collecting casting memberships and whose traffic has been growing due to the intense media activity developed. Parents talk about their children on social networks freely and authentically, recounting the good moments, but also and especially the exasperating ones. Sharing them is liberating. From this premise, the digital activity was developed whose virality was ensured by numerous video pills and the influencer challenge. The video pills featured adults engaged in funny, as much as vain attempts to be chosen by director Muccino by playing child parts, while influencers all over the country participated in a nice challenge: with thehashtag #bthestar hundreds had fun posting videos in which they imitated their own children, making the sound just like in the commercial, and challenging their friends to do the same.
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