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.

Launch the campaign
Published
May 2013
Topics

The Story

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.

We invited TV audiences to 'drive' the story of a 60-second TV ad that appeared in the first commercial break of X Factor on Saturday 6 October 2012. At the end of the ad, the driver was faced with a dilemma. 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'.

The Technology

  •  

    Social

    Twitter

  •  

    Video

    YouTube

The Results

Hashtags from the campaign trended on Twitter in the UK, surpassing terms referencing the X Factor. 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.

16

team members working on this project

168

total hours of missed sleep

3.8M

Channel Views in 3 weeks

Launch Date 6 October 2012