Last weekend, TV viewers were given the chance to drive a commercial for the first time by choosing what happened next. As part of the Mercedes-Benz #YOUDRIVE interactive ad campaign, a 3-part story was shown, which followed a young music star being driven to a secret gig that the authorities wanted to close down. Viewers could choose decisions for the pair at certain moments (like whether to try to hide or evade during a car chase), which put a different twist on the story. Voting took place using hashtags on Twitter at the end of each part, with the majority vote steering the action and determining what played out in real-time during the commercial breaks.
Fans can now drive their own story on YouTube and spot the secret gig date in the video for their chance to win a new A-Class for a year. Mercedes-Benz UK’s marketing director, David George, said:
The new A-Class represents a new younger, more dynamic Mercedes-Benz brand, which is reflected in this campaign. It’s a modern Mercedes-Benz that encourages people to do what we know they enjoy; to get involved. In doing so, we hope to really cut through, and create a positive, lasting impression on their view of the brand.