Mercedes-Benz has created a Chinese-language website promoting its vehicles produced under a partnership with smart entitled “Big in the City,” featuring China smart ambassador Kobe Bryant starring in a commercial alongside an elephant and a Chinese child dressed as a peanut.
The website includes sections on safety, design, convenience thanks to the car’s small size, and environmental protection features.
Mercedes-Benz’s use of Kobe Bryant as a brand representative in China has been highly successful, as the American basketball star is quite popular in the country. In 2011, the company, partnered with smart, released a limited-edition, China-only Kobe Bryant “Black Mamba” model.
Mercedes-Benz has also used innovative digital marketing strategies to promote cars made under its partnership with smart in the past—in January, it sold 666 special-edition Lunar New Year models on its Weibo account.