Mercedes A Class: #YouDrive
David Edwards
Campaign details
Brand owner: Mercedes-BenzAgency: AMV BBDO, Maxus, Weapon 7 and HollerBrand: A-ClassCountry: UK
Executive summary
This case study describes how Mercedes-Benz monetised social engagement when real and virtual worlds converged in 'YouDrive'; the world's first television commercial that used social interaction to drive broadcast action in real time. The result was unprecedented levels of real-time social interaction, consideration and sales in the UK, and YouDrive achieved a return on marketing expenditure of over 9-to-1.
Low consideration for the Mercedes-Benz brand amongst drivers aged 25-44 years old...