A car for rich people promote with rich media. Excuse my silly joke, but this is actually what MediaPost points out today talking about a new online campaign Mercedes is about to launch in the US to promote its R-Class luxury vehicle.

The online agency which designed the ads is Critical Mass. They created a virtual avatar which enters the screen to delivered tailored sales pitch as a user clicks an ad. The innovative rich media will appear on Edmunds.com and ideally it will help generating a more engaging online experience. A micro-site will of course support the campaign.

I must say I'm always a little bit skeptical when I see things moving around my monitor but, of course, in this case things are different since the avatar shows up only if the user clicks on the ad.