Stephen Cannon, VP of Marketing Communications for Mercedes-Benz U.S.A., shares his excitement about the road beyond the 30 second TV spot. He says that social media gives Mercedes-Benz USA the reach to tell a different kind of story. For example, after receiving letters from customers who believe their cars saved their lives, the company sought out more stories and made mini documentaries. That online campaign connected with consumers on an emotional level that the brand couldn't have had before.