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Mercedes GLK parks it in luxury web spot

Mercedes is promoting the pampering qualities of its GLK through a sponsored section alongside related lifestyle content on TheSoko.com.

The special "Indulge Yourself" feature, produced by the site's editorial team, gives Mercedes prime exposure on its homepage while utilizing non-traditional ad units, like advertorial and textlinks.

With media buys handled through Mercedes GLK's agency, Henderson Bas, the campaign, produced by TheSoko.com, is also driving traffic to a branded microsite.

The site, which gets 200,000 uniques a month and targets the 25-54 demo, skewed female, publishes relationship, health and fashion content daily, and has several other features planned in the coming months, with clients in automotive, apparel and packaged food.

"Sponsored features offer a high-impact way to engage readers with a specific theme," says Soko director Jonathan Davids. "Mercedes GLK is the ideal type of client for a sponsorship of this kind because it's a distinct brand with a unique message," he explains, "so we're able to bring that out on TheSoko.com in a way that's engaging to our readers."

The Soko company, which also owns shopping site Livedress.com, last month launched Soko Productions, a unit dedicated to content production.

www.thesoko.com

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