Advertising on satellite television took an interactive twist last week when Mercedes-Benz USA gave subscribers of Dish Network, EchoStar Communications Corp.‘s direct-to-home satellite television service, an exclusive first look at the automobile manufacturer’s new generation M-Class line of sport utility vehicles.

The pre-launch package offers Dish subscribers a look at the new generation M-Class through a variety of options, including a campaign of 30-second TV spot “Blank Page” that links viewers via an on-screen pop-up message to an interactive Web-like environment on the television. From this interactive TV channel, viewers can simply use their TV remote control to preview an expanded version of a TV advertisement called “Test Track,” which details the versatility and capability of the new M-Class. Viewers also will be able to access a photo gallery, order brochures and learn more about the new M-Class through advanced interactive TV advertising.

“With this interactive marketing campaign, Mercedes-Benz is taking advantage of emerging platforms to reach the right people with the right message,” Michelle Cervantez, vice president of marketing for Mercedes-Benz USA said in a prepared statement. “Customers and potential customers can interact with and learn about the brand from the comfort of their own home, and we provide them with the opportunity to engage in future dialogue with Mercedes-Benz USA. Equally important, it reflects the personality of the new M-Class in terms of innovation combined with distinct personal appeal.”

Donna Boland, manager of corporate communications at Mercedes-Benz USA told Satellite News that the company “wanted to do something a little different.” She said that many Dish Network subscribers met the criteria of who Mercedes-Benz USA targets as potential buyers, describing the subscriber base as generally “affluent” and who are “early adopters of technology.”

Thus far, Mercedes-Benz USA is satisfied with the results. Boland said that since the Dish Network advertising campaign began, the company has received more viewers than expected on the interactive channel, although the number of views was not available as this article went to press.

The most unique aspect if this interactive campaign is the invites to one of the stops on the 35-city ride-and-drive Road Rally tour that will be made available to Dish subscribers that view the interactive channel. Boland said a system is in place so that viewers within specified zip codes at or near a Road Rally stop that view the interactive advertising receive an invite to view the new M-Class in person, adding another level of targeting promotion to the company’s key demographic. The Road Rally, while open to anyone, will be advertised through Dish and other direct marketing efforts.

As for the overall success of the campaign, Boland said Mercedes-Benz USA will be looking at those who viewed the interactive advertising and requested more information and compare those lists to see who actually purchased vehicles in the new M-Class, which will be delivered to dealers at the end of this month.

(Liz Birenbaum, Mercedes-Benz USA, 201/573-4005)