Luxury Brands Now on Social Networks, MySpace

You might not expect a luxury brand that is a global symbol of cosmopolitan fashion to choose MySpace to target their market. But the market is there and so is Cartier; the French brand known for their exclusive $10,000 watches, clocks and diamonds.

The Cartier ad campaign includes a link to a Cartier mini-site where you can download free music by Lou Reed, Phoenix, Marion Cotillard, and others. Mercedes-Benz USA has used the free music download marketing strategy for several years now at their corporate site. The latest from MBUSA (excerpt of their email marketing I rec’d on June 26, 2008):

Mixed Tape 21 and Mixed Tape Music Magzine # 5 – now online
Enjoy the fifth edition of Mixed Tape Music Magazine on Also online: Mixed Tape 21 with a selection of brand new tracks.

Every eight weeks, Mercedes-Benz not only presents ten handpicked tracks by international newcomers for you to check out and explore as a free download compilation at For added visual delights, visit Mixed Tape Music Magazine, an innovative monthly online TV show featuring audio-visual highlights from around the world, now in its fifth edition.

This month’s theme is ‘Up North’ with artists hailing from the globe’s upper reaches – think Norway, Sweden or Canada. Their music, on the other hand, is decidedly international and at home between Hip-Hop, Folk, Pop and R&B. From Sweden, we have Kocky and his singer Rosanna, Joel Alme and MC Chords – the self-proclaimed luckiest man alive – while Chris Lee represents Norway’s cutting-edge music scene. On the other side of the Atlantic, MC Moka Only and Alanis Morissette shake it up for Canada.

Enjoy the mix!

Your Mercedes-Benz Team

Why MySpace?

MySpace is an online social gathering place for teens right? Think again. Abbey Klaassen of Advertising Age has published an article with more details. Here’s an excerpt:

“There’s this misperception in the market about MySpace being a youth site, a site for teens,” said Travis Katz, managing director-international operations for MySpace. “But 85% of our audience in the U.S. is over 18, and 40% of all moms in U.S. are on MySpace.” He claims that MySpace reaches more people making $100,000-plus than other social-network competitors, such as Facebook and Yahoo 360. Real the full Adversiting Age article here.

More info: Cartier’s MySpace profile.

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