At the weekend Mercedes launched a multimillion pound campaign called YOUDRIVE, in order to reach an audience of young drivers. The 3 part ad aired during the X Factor live shows on Saturday and Sunday, asking people to decide what should happen in the next part of the story. If people wanted to take part they need only sign into their Twitter account and hashtag one of two choices as to what could happen next. Whichever was most popular would then be shown in the next installment.
The ad sees musician and actor Kane Robinson on the run from the police to reach a secret gig, in a kind of mini James bond fashion. Alongside this, the ads were launched on a YouTube channel in real time, now with all options available for viewers to reconstruct their own story. YOUDRIVE is being tested in the UK as it has the biggest Twitter population with over 10 million users, more than any other EU nation.
The creative agency AMV BBDO came up with campaign, chief executive Ian Pearman told the Telegraph, “We’re really aware that it’s still a relatively small number of people who will join in, but those that don’t will still see the television ads and see Mercedes in a new way."