October 8, 2012
UK Twitter Users Choose Mercedes TV Commercial Ending
redOrbit Staff & Wire Reports - Your Universe Online
Automotive manufacturer Mercedes-Benz turned to social network users this past weekend to help them determine the outcome of a new series of television commercials, according to various media reports.
The trio of UK advertising spots, which promote the company's new A-Class vehicle, debuted this weekend during The X Factor, and featured a young male musician and his female sidekick attempting to reach a secret gig before authorities shut it down, according to BenzInsider.
The first 60-second commercial aired during the first commercial break during the show's Saturday airing, while the second part (also 60 seconds long) followed in that show's second commercial break, and the third (a 90-second spot) debuted during a Sunday episode of the program.
Between each installment, Twitter users were encouraged to select how the story would progress by using the hashtag "#YOUDRIVE," Brand Channel's Sheila Shayon explained. The commercials were filmed on location in Portugal and starred Top Boy actor Kane Robinson, she added.
"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," Shayon said. "The campaign runs through December 2, and includes cinema, press and outdoor, and a promoted Twitter campaign next weekend to promote the activity."
“Our strategy is led by the way consumers now interact with advertising,” David George, Marketing Director of Mercedes-Benz UK, told Brand Channel on October 2. “People no longer want just to listen to brands, they want to interact with them, that´s critical.”
The advertising campaign is an attempt to change the auto manufacturer's image, according to Telegraph Technology Correspondent Christopher Williams.
The average Mercedes owner is perceived to be 45 years of age, George told Williams, and he is hoping that the social network advertising interaction will be the first step in appealing to a younger consumer base.
“Certainly when it comes to social media we´re a bit ahead here,” Ian Pearman, the chief executive of AMV BBDO, the agency that developed the campaign, told The Telegraph. "We´re pretty sure it´s a world first."