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.
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.