Reblogged from brandchannel, by Sheila Shayon
Social innovation is at an all time high and campaigns integrated with social media are the latest incarnation exemplified by the new Mercedes-Benz #YOUDRIVE Twitter campaign, which will let fans help shape the ending. Ever the innovator on digital, Mercedes-Benz is up 10 percent in Interbrand’s just-announced 2012 Best Global Brands report.
TV viewers in the UK will ‘drive the action’ of a three-part story about the new Mercedes-Benz A-Class to be shown this weekend during commercial breaks in “The X Factor.” A cat and mouse caper features a young music star (played by Top Boy actor Kane Robinson) aided by a female accomplice attempting to secure a secret gig that authorities are keen to close down.
Different scenarios give viewers the chance to ‘steer the action’ real-time in scenes shot on the streets of Portugal by Anthony Dod Mantle, whose movie credits include D.P. on Slumdog Millionaire.
The campaign’s three ads are from Abbott Mead Vickers BBDO, the first two airing October 6 and the final 90-second ad broadcast during Sunday’s ‘The X Factor’ on ITV, will recap the first two before revealing the concluding chapter.
Twitter data showing the percentage of viewers who voted for each outcome will be integrated into the final ad and viewers will be directed to a custom YouTube channel, to view the ads and create their own. The campaign runs through December 2, and includes cinema, press and outdoor, and a promoted Twitter campaign next weekend to promote the activity.