Mercedes-Benz is handing over the storyline for its latest series of ads to Twitter users, for a spot due to air at the weekend during 'The X Factor' on ITV.
The campaign features a series of three ads by Abbott Mead Vickers BBDO, to promote the car marque's new A-Class vehicle to younger consumers.
The ads centre on a musician, played by Kane Robinson, and a professional driver, who are chased by authorities on their way to a secret gig.
At the end of the first two ads viewers will be asked to choose what the characters should do next. They can vote on Twitter with the hashtag #YOUDRIVE.
The first 60-second spot will air during the first commercial break in 'The X Factor' on Saturday (6 October). The second ad will follow during the next break.
The final ad in the sequence will broadcast during Sunday's 'The X Factor'. The 90-second ad will recap the first two episodes before revealing the concluding chapter.
Twitter data that reveals the percentage of viewers who voted for each outcome will also be integrated into the final ad.
Each spot will direct viewers to a custom built YouTube channel where they can view the ads and create their own story.
The car marque has launched an online teaser today. The campaign, which also includes cinema, press and outdoor activity, runs until 2 December.
Mercedes will also be running a paid-for Twitter campaign next weekend to promote the activity. Maxus is handling the media for the activity.
David George, marketing director of Mercedes-Benz UK, said the new A-Class vehicle represents a "new, younger, more dynamic" Mercedes-Benz brand, which is reflected in this campaign.
He said: "It's a modern Mercedes-Benz that encourages people to do what we know they enjoy – to get involved.
"In doing so, we hope to really cut through, and create a positive, lasting impression on their view of the brand."
The campaign has been shot in Portugal, by 'Top Boy' director Yann Demange. It has been produced by Stink.
The copywriter is Martin Loraine and art direction is by Steve Jones.
In April Channel 4 ran an interactive ad to promote the film 'Prometheus'. The bespoke ad included shots of viewers' responses.
Mercedes’ campaign marks the first time that an ad's storyline has been driven by Twitter in this way, in the UK.Follow @shearmans
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