Mercedes-Benz is expected to launch today a rich media campaign promoting its new R-Class luxury vehicle on Edmunds.com, writes MediaPost. The online initiative was designed by Critical Mass and complements a multi-channel campaign launched last week. Additional online advertising will appear kbb.com, MSN.com and Cars.com, among others.

On Edmunds.com, after a user clicks on a Mercedes banner ad, a tour guide character appears on the screen and delivers a customized sales pitch depending on the user's location on the site (e.g., new car, luxury, SUV category pages) and on the user's on-site behavior. Potential buyers are encouraged to move onto the R-Class microsite at MBUSA.com.

Print ads will run in USA Today, the New York Times and Wall Street Journal. Magazine ads will begin in October.