Mercedes-Benz has once again teamed up with Instagram to promote their new GLA model among the ‘millennial crowd’.

Build your own Mercedes-Benz GLA on Instagram

Online car configurators have become quite the thing in the motoring industry as it gives potential customers the perfect way to spec and learn more about vehicles. You can choose finishes, optional extras, colours and so on and most manufacturers allow cars to be ordered this way too. Usually these online car configurators are web-based, but Mercedes-Benz has come up with a configurator using social image sharing platform Instagram.

With help from agency Razorfish, Mercedes-Benz has introduced @Build_Your_Own_GLA, which lets users create their own custom versions of the GLA. Working just like a car configurator, users are given an opportunity to choose their preferences using the tagging feature to cross link from different accounts which host the different options from paint colour, wheel size, roof and grille. At the end you are taken to your end product which you can like and share as you wish.

“Instagram has been a very important platform for Mercedes-Benz and continues to grow in popularity among the younger millennial consumer that we are trying to introduce the brand to,” says Mark Aikman, department manager of digital marketing and CRM at Mercedes-Benz USA.

“Build Your Own GLA allows us to talk to them where they are and provide them with an interactive experience within Instagram.”

Already at 2000+ followers, this campaign according to Aikman, adds to the automaker’s success of the “Take the Wheel” campaign which generated 87 million Instagram impressions, while the successive #GLAPacked campaign led to approximately 25 000 more followers on the Mercedes-Benz USA handle and a 540 percent increase in brand interest measured by the increase in site traffic to Mercedes’ site.

Watch how you can customise your own GLA on Instagram