Mercedes Lets Fans Decide The Action In Their TV Ads In Real Time

Mercedes Lets Fans Decide The Action In Their TV Ads In Real Time

The interactive ad campaign is a 3-part story that lets people drive the action on Twitter by voting for what happens next.

Emma Hutchings
  • 11 october 2012

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.

Mercedes Launches Interactive TV Advertisement, Lets Fans Pick Story Arc

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.



Flower Pencils Create Cherry Blossom Petals When Sharpened

Arts & Culture
Retail Today

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Gaming & Play Today

Nintendo’s New Console Pushes For Portable Gaming

The Switch allows gamers to seamlessly play on the go by themselves or with friends


Get PSFK's Related Report: Future of Automotive

See All
Travel Today

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment Today

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

Related Expert

Laurent Eymard

Wearable Technology

AI Today

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important

Millennials Today

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food Today

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Wearable Tech Expert: Designing Technology To Empower Connection To Ourselves

Billie Whitehouse, Founder of Wearable Experiments, shares her new vision for the quantified self

PSFK Labs october 11, 2016

Why Organizations Should Cushion Risk-Takers

In the Future of Work report, PSFK shares the importance of empowering employees to pursue projects of their choice

Advertising Today

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work Today

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Conner Young explains why supplements are the next food trend coming to the workplace

Retail Today

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children Today

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants Today

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology Today

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

Technology Today

Wearable Device And Lamp Recreate Beautiful Sunsets In Your Home

Sun Memories can record up to six hours of natural light and reproduce it via a connected light at a later date

Augmented & Virtual Reality Today

The Simpsons Is Stepping Into The World Of VR

To celebrate their 600th episode, the animated family sitcom created a virtual reality version of their opening gag

No search results found.