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Instead of expecting consumers to come to you and test drive, Mercedes-Benz is trying a different tactic, bringing the test drive to the consumer. These events on their own, aren't especially new, but the way Mercedes has integrated the them into its advertising campaign is interesting.

Using technology, Mercedes has linked together advertising, interactivity and events.

The M-Class Rally is a "tour" that Mercedes is bringing to 37 cities nationwide. This event offers potential owners the chance to test drive the cars in a zero sales pressure environment. The Rally features courses where drivers can test out the new cars.

Interestingly, Mercedes has managed to attract a host of other brands to come in as sponsors to give the events a real lifestyle feel. These sponsors include; Pottery Barn, Voss Water, Saks and Sirius Satellite Radio.

To attract visitors to the event, Mercedes has used finely targeted advertising on the Dish Network. On Dish, Mercedes ran 30second TV spots for the new M-Class, combined with interactive messaging that allows viewers to learn more about the cars, see photographs, brochures and receive information on the rally.

OpenTV played a role in providing the interactive television platform for this initiative. Open, one of the fathers of the interactive TV concept, has had most of its success in Europe and Asia, but is seeing more interest from US based concerns.

Many are predicting big things for iTV in 2005; Dish already has 26 interactive channels and Comcast is moving strongly into the arena.

For cable and satellite providers, it will provide another lucrative advertising sales opportunity and for brands it will help them move their television advertising one step closer to the sale.