Mercedes lets you drive the advert direction

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October 3, 2012

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1 minute

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

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Anne Tucker Anne Tucker has been in the media and advertising industry since 2001. Currently heading up the research division at Mediatel, she has held roles across the company overseeing data, news and AV. Before joining Mediatel in 2005, she was Research Manager at The Allmond Partnership media agency, having spent several years prior to that in retail and change management.

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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