tell your story, make your mark


October 8, 2012

New Mercedes-Benz television ads go viral and interactive, controlled by voters and hashtags on Twitter

Over the weekend, marketing strategists at Mercedez-Benz UK launched #YOUDRIVE, a high octane ‘choose your own adventure’ style campaign to show off the new A-Class car.

As part of the advertising platform developed with AMV BBDO, Mercedes used their Twitter account to invite followers to vote on which ending to the three-part television commercial they want to see, using a mix of social media and traditional advertising to increase brand engagement.

“The New A-Class represents a new, younger, more dynamic Mercedes-Benz brand, which is reflected in this campaign,” said David George, marketing director for Mercedez-Benz UK. “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.”

Filmed in Lisbon and Porto in Portugal earlier this year, the ad was aired at 8.10pm on Saturday during X-Factor commercial breaks. The ad shows a fictitious musician (played by east London rapper Kano) being stopped from performing at a secret gig by authorities, with a rather tame car chase thrown into the mix.

The ad also features a date that viewers must take note of in order to enter a competition to win a new A-Class for a year on the Mercedez-Benz campaign site on YouTube.

At the conclusion of part 1 (above), viewers were asked to use hashtags on Twitter to vote either #evade or #hide, and show the most popular ending wanted for the story. The #evade hashtag was voted the winner by 60%, and Mercedez screened the next portion of the ad at 9.20pm.

Users could now vote between #switch and #lift, with 51% of people wanting to see the #switch ending.

Using a popular celebrity with a strong following on Twitter was a very good move by Mercedez, and certainly paid off as Kano also used his account to post tweets to thousands of followers new to Mercedez and drum up engagement.

Top Boy director Yann Demange was used on the shoot, with Anthony Dod Mantle (Slumdog Millionaire) hired as director of photography.

The Mercedez-Benz YouTube campaign site enables viewers to view all endings filmed, so head over there if you’re curious about seeing all endings filmed.


About the Author

Evon Koprowski
Brand storyteller, creative strategist, content marketer and all round bon vivant at Red Fortune Media where I growth hack projects for the arts, culture, tourism, technology and social sectors. I'm freelance - if I can help you, get in touch.

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