the rundown
YOUDRIVE was an interactive TV campaign to launch the new Mercedes-Benz A-Class, inviting a new younger audience to drive the campaign story in real time via Twitter.
The Building Blocks
A 60” TV ad appeared in the first commercial break of X Factor on Saturday
6 October 2012, and at the end of the ad, when the driver was faced with a
dilemma, the audience were invited to 'drive' the next part of the story.
Using Twitter, viewers were able to steer the action of each commercial by
tweeting the hashtag assigned to the outcome they preferred. In the next
break, a 40” ad played out the option chosen by the majority of the
audience. At the end of that commercial the audience are faced with another
tricky predicament and asked to 'drive'.
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SocialTwitter
-
VideoYouTube
The Votes
The Details
- Agency
- Brand
- Mercedes-Benz
- Targeted Regions
-
- Europe
- Marketing Objective
- Launch Date
- Oct. 6, 2012
The Team
- AMV BBDO www.amvbbdo.com/
- Martin Loraine, Creative Partner
- Steve Jones, Creative Partner
- Ben King, Board Account Director
- Rob Tauscher, Account Director
- Benedict Pringle, Account Director
- David Edwards, Planning Director
- Rebecca Scharf, TV Producer
- Ian Whittle, Interactive Producer
- James Rowley, Creative Technologist
- Stinkdigital www.stinkdigital.com
- James Britton, Executive Producer
- Andy Kinsella, Executive Producer
- Tania Zemljak, Senior Interactive Producer
- Cameron Temple, Creative Director
- Gui Seiz, Creative Director
- Ian Hart, Lead Developer
- Arpad Ray, Lead Developer
- Gareth Foote, Developer
- Olof Storm, Visual Effects Design
- Elly Bowness, Creative Technologist
- Stink TV www.stink.tv
- Blake Powell, Executive Producer
- Paula Garr, TV Producer
- Yann Demange, Director
- Anthony Dod Mantle, Director of Photography
- Mercedes-Benz
The Stats
- 16 team members working on this project
- 168 total hours of missed sleep
- 3.8M Channel Views in 3 weeks
The Results
The custom YouTube channel synched seamlessly with the TV broadcast, and worked across desktop, tablet and mobile devices, displaying the results of the Twitter vote in real-time. Hash tags from the campaign trended on Twitter in the UK, surpassing terms referencing the X Factor.
