Mercedes-Benz USA teams up with ESPN to launch docuseries ‘Sprinter Labs’
The Mercedes-Benz USA Vans Marketing department is taking an exciting new direction towards digital entertainment and brand collaboration with their new docu-series “Sprinter Labs”. Each season, Mercedes-Benz USA will partner with one of the world’s premier brands and a certified Mercedes-Benz eXpert Upfitter to turn a blank canvas Sprinter into a customized one-of-a-kind dream machine. Multiple short video episodes will introduce the seasons’ brand partnership and follow the build process from start to finish.
From Dream to Reality
ESPN, the industry-leading sports network, was the first to collaborate with Sprinter Labs. The network’s media team dreamed up the vision to take their production studio on the road to connect with college football fans around the country. Mercedes-Benz USA, together with Matthews Specialty Vehicles, drove the dream to reality by turning a 170” wheel-base, all-wheel-drive cargo Sprinter van into a mobile podcast studio and college football tailgating machine. Four short episodes follow the entire customization process featuring ESPN college football host/reporter Jen Lada, Mercedes-Benz Vans Director of Product Management and Marketing, Iain Forsyth, and the charismatic host, Faruq Tauheed.
“One van, endless vision: Every Sprinter that rolls off the line is engineered and equipped for maximum purpose. But the true magic happens when it’s configured, as each new owner designs creative ways to unlock the van’s true potential. And that’s where Sprinter Labs comes in,” says Iain Forsyth, Director of Product Management and Marketing, Vans. “We wanted to showcase the various potentials for upfits, the detailed process that goes into the build outs, and most of all the personality and character that’s behind these customized vans.”
Driven by Fan Engagement
ESPN brought their own vision to the table: while the technical and functional details for the podcast studio were the main focus, the opportunity for fan engagement features were equally as important to the team. Mercedes-Benz USA selected Matthews Specialty Vehicles to develop a van that would exceed their expectations: A high-end sound system with microphones, Wi-Fi equipment for broadcasting, acoustical paneling, swivel interview seating, LED interior lightening, a smart screen, and a high-end camera system deliver “The best or nothing” mobile podcast studio that enables ESPN to create content from any college campus during football season. A branded wrap, exterior TV screens and sound systems, a sports ticker, underbody lighting, an awning along with a high-end grill and refrigerator, as well as an integrated canteen system are on-board for fan engagement and guaranteed fun on the road. To top it off, a solar powered charging station ensures maximum efficiency.
Sprinter’s Pioneering Spirit
Since its introduction, the Mercedes-Benz Sprinter has been the pioneer in its vehicle class and has repeatedly set new standards – especially in terms of safety, ergonomics, efficiency, and comfort. It continues to raise the bar within the commercial vehicle segment, offering a streamlined packaging structure and improved features to fit a variety of customers – from everyday drivers, parcel delivery, construction workers, various upfit customers, and everyone in-between. From medical vehicles to bookmobiles to mobile hair salons to luxurious camper mobiles, Sprinter vans deliver a solid base for every customized build imaginable.
Connect & Follow ‘Sprinter Labs’
The first episode of Sprinter Labs featuring ESPN will premiere on September 7th and can be followed on the Mercedes-Benz Vans Website and their YouTube Page. In addition to social content on TikTok, Instagram, Facebook, X and LinkedIn, the campaign will run throughout the college football season with experiential activities when Sprinter Labs comes to town, as well as podcasts featuring special guests from the game. Season 2 of Sprinter Labs is already in progress.
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