Mercedes Benz seeks to innovate with their new social media and TV combined campaign to promote their new A-Class. Utilising X-Factor’s ad breaks and Twitter to drive the action of a three-party story shown this weekend (Saturday 6th – 7th) – I remember hearing how much 30 seconds costs during one of those ad breaks through a work thing, let’s just say 6 digit number was mentioned. Crazy. The German manufacturer and their advertising agency AMV are certainly ambitious with this event which allows X-Factor viewers to interact and decide on what happens next. More on the reverse.
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Mercedes Benz #YouDrive – Youtube
Teaser above. Recognise someone? Yup, that’s good ol’ Kane Robinson aka rapper Kano with actress Wendy Glenn who star in the car chase, a cat and mouse caper. He plays the role of a ‘music star’ who’s trying to get to a concert but the 5-0 are keen to shut down the concert and that’s where it ends – giving the audience the opportunity to pick from a few possible scenarios. The production looks epic, you already know it’s going to be a masterpiece in terms of visuals.
After the event viewers can visit a custom-built YouTube channel to view all available films and drive their own A-Class story. Hidden within the online experience are details of the secret gig, and those who find them can enter a prize draw for the chance to win a new A-Class for a year. Yep just a year, give the person the car!
David George of Mercedes-Benz reveals that this campaign has been designed to engage younger motorists: “The new A-Class represents a new, younger, more dynamic Mercedes-Benz brand, which is reflected in this campaign.
“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.”
Given the money they’ve forked out on this campaign to make the A-Class appeal to a youngsters. I wonder how many young adults have the money to fork out on a car of this value (£18,945) ? *checks bank account*