Mercedes lets you drive the advert direction

Mercedes Benz is running an advertising campaign this weekend where TV viewers can control the story line using Twitter.

The three spots, created by AMV BBDO, will run within The X Factor on ITV1 – the first two spots in the Saturday show, followed by a hashtag #YOUDRIVE, allowing users to control the storyline.

The third spot will be broadcast within the Sunday night The X Factor show, featuring the most popular ending, alongside the vote percentages.

Using Twitter to control an ad storyline has not yet been done in the UK, giving Mercedes a media first this weekend.

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