Mercedes-Benz Sponsors Evolution Tour with Alabama Shakes, Young the Giant, Mayer Hawthorne
Alabama Shakes, Young the Giant and Mayer Hawthorne will headline the MB Evolution Tour, a nine-market series of concerts set to launch the all-new 2015 Mercedes-Benz GLA. Produced exclusively by Mercedes-Benz, the Evolution Tour purports to showcase the "intrinsic bond between music and cars and the evolution of the brand."
The tour will kick off in New York City on July 24, with stops in Atlanta, Chicago, Dallas, L.A., Miami, New Orleans, San Francisco and Washington, D.C. The tour will feature headlining performances by either one of the three bands in select cities, as well as local talent. Concertgoers will participate in a show designed to spotlight the evolution of Mercedes-Benz, through interactive vehicle displays and timelines that illustrate the 128-year history of the luxury automobile, with live social-media feeds and tour art by Mr. Brainwash.
"There's nothing better than going to a concert during the summer to see your favorite band in action," boasted Mercedes-Benz U.S. vp marketing Drew Slaven. "Cars and music are a natural pairing, and Mercedes-Benz has created an unforgettable music experience at the Evolution Tour. We are honored to support the bands on this tour and are excited to provide a stage for them to share their musical journey."
Throughout the duration of the tour, concertgoers will have the opportunity to test drive the new GLA and CLA at each market stop a week prior to the scheduled show. Attendees get the chance to experience the cars firsthand, hear music from the headlining acts and view behind-the-scenes videos from the tour, and will be presented with two free tickets to the concert.
Aside from the local-market test drives, invitations to the concerts will be available exclusively through a fully integrated social media campaign at www.mbevolutiontour.com. Consumers have the chance to win exclusive tickets to the events by uploading a photo that captures the spirit of the tour (#MBEvolutionTour) or sharing a note about why they should attend. All entries will be evaluated according to a set criteria and winners will be notified between one to three weeks prior to the show in each local market.
The Evolution Tour will make a special stop in New Orleans to host a concert benefiting the Mercedes-Benz philanthropic partner, the Laureus Sport for Good Foundation, a charitable organization that supports projects across the U.S. to improve the lives of youth through the power of sports. This concert will be held at Champions Square, the outdoor festival venue just outside The Mercedes-Benz Superdome.
Alabama Shakes will kick-off the tour with an inaugural performance at Terminal 5 in New York City July 24. The event will feature a special DJ performance by The Roots' Questlove and a live interactive art exhibition by Mr. Brainwash. Throughout the duration of the event, Mr. Brainwash will create a unique design on the exterior of the GLA that will evolve throughout the tour and culminate at the Los Angeles event. Guests will be able to take home their own tour art featuring his work.
The 2015 GLA-Class will hit stores this fall. Product details, imagery and running footage are available on the MBUSA media site at www.media.mbusa.com.