Mercedes Benz in the US has tried to shrug off its dusty old image by partnering with hip-hop superstar Jay-Z and giving cars away to his fans.

Mercedes Benz in the US has tried to shrug off its dusty old image by partnering with hip-hop superstar Jay-Z and giving cars away to his fans.

While the German automaker has made a name for itself catering to the elite, older crowd, it has started making inroads into the youth market recently. Rap artists often name-drop expensive car, clothing and drinks brands into lyrics to project status and this influences young buyers’ decisions.

In its latest marketing ploy, Mercedes will be tucking three tickets inside copies of the rapper's latest record, "The Black Album." Each ticket will be redeemable for a black Mercedes Benz C230 sports saloon.

"This is not something we typically do," said Kassim Dawson, marketing spokesman for Mercedes Benz. "It's a chance to reach a younger demographic."

In addition to the car give-away, Mercedes has also used Jay-Z's lyrics in some limited advertising.

And while the automaker isn't likely to adopt the star as the new face of Mercedes, this move does allow it to target a niche market.

Original article from Car