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.
“Our strategy is led by the way consumers now interact with advertising,” stated David George, Marketing Director, Mercedes-Benz UK. “People no longer want just to listen to brands, they want to interact with them, that’s critical.”
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.
Why it works...
One of the key drivers for social media is the human desire to play god. We all like to exert control over our world and to feel like we are able to influence outcomes and other people. That's why this sort of campaign is such an alluring proposition. Mercedes aren't just asking people what they think of their brand, they're actively allowing them to create that brand's image. But cleverly, they're not really having to give up much control to do it.
I think we'll see more and more of these types of campaigns over the coming year as brands work out how best to use the power of social media to empower their brand ambassadors.
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