Mercedes A Class: #YouDrive
Linda Carlos
Campaign details
Brand owner: Mercedes-BenzLead agency: AMVBBDOContributing agency: Maxus Media HollerBrand: Mercedes A ClassCountry: United KingdomIndustry Executive, luxury, prestige carsChannels used: Cinema, Earned media, buzz, Email marketing, Internet - display, Internet - general, Internet - microsites, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Social media, TelevisionMedia budget: $5 - $10 million
Executive summary
This case study describes how Mercedes-Benz created YouDrive, the world's first television commercial that used social interaction to drive broadcast action in real time. Low consideration...