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Top 6: October 24th 2012
Interactive
Mercedes Benz: #YOUDRIVE
Top 6: October 24th 2012
To launch the new A-Class, Mercedes-Benz and AMV BBDO were engaged to produce You Drive, an interactive TV campaign for the new A-Class that invites the audience to drive the story via Twitter, directed by Yann Demange.
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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