Mercedes A Class: #YouDrive

This case study describes how Mercedes-Benz created a TV ad in the UK that used social interaction to drive the broadcast in real-time.

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...

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