Mercedes-Benz Launching Campaign in Speak2Me, Immersive Language Learning Environment

Lingo Media Corporation announced this week that Mercedes-Benz (China) had signed a $100,000 contract to act as the launch sponsor for Speak2Me. Speak2Me is an English-language learning service that allows "users to engage in a virtual world tour [...] guided on an insider's tour by a virtual native" where they  "will speak to their guides in free-flowing conversations" to improve conversational English. I'm not sure how much that's leaning towards an actual virtual world or just describing a virtual world in the metaphorical sense, but it sounds interesting.

The campaign will launch in May 2009 around the debut of Mercedes' smart fortwo car line in China. Tour guides, who happen to be Mercedes-Benz smart car owners, will show users around eight destinations in different cities. The 3-to-5-minute lessons will be heavily branded so that "the advertiser's message is actually coming out of the user's mouth."

I'll admit that the description sounds a little off-putting to me, especially when combined with people beginning to learn a new language, but that is the general goal when trying to build up buzz. Whether it's building a branded space or distributing virtual goods, the goal is usually to get people talking about a brand. This is just a more direct route.

I'll be interested to see the implementation when it comes out.

Speak2Me has been in a private beta since April 2008 and plans to launch over the next week.

"People come to Speak2Me because they want to master spoken English, and a desire to travel or study abroad is a major motivation for them to learn," said Jonathan Brody, President of Speak2Me. "This virtual world tour will have tremendous appeal to young professionals and students both in China and beyond. Learning English on Speak2Me with interactive simulations of real-life experiences in smart cars is one example of how Speak2Me can work with advertisers to develop customized interactive simulations, where users can interact with their products and services. Our smart fortwo lesson modules are a value-add for our users in China but also provides for an engaging and meaningful brand relationship. It is product placement taken to a whole new level." [via Dusan Writer]