Mercedes has created a new campaign for their new A-Class car to air during ITV’s X-Factor on Saturday night.
In an effort to attract a younger consumer, the company has decided to engage with Twitter asking users to determine the action in a series of 3 commercials.
At the end of the first two ads viewers will be asked to choose what the characters should do next. They will be able to vote on Twitter using the hashtag #YOUDRIVE.
Fronted by East London rapper and actor Kano, the commercials feature a musician (Kano) and a professional driver chased by the authorities on their way to a secret gig. UA client Ritu Arya is also in on the action.
The first 60-second spot will air during the first commercial break in the X Factor and the second ad will follow during the next break.
The final 90 second commercial aired during Sunday’s X Factor will reveal the ending voted for by Twitter users. The percentage of viewers who voted for each outcome will also be integrated into the final ad.
Each spot will direct viewers to a YouTube channel where they can view the ads and create their own story.
David George, from Mercedes UK, said the new A-Class vehicle represents a new, younger, more dynamic Mercedes-Benz brand, which is reflected in this campaign. It’s a modern Mercedes-Benz that encourages people to do what we know they enjoy – to get involved. In doing so, we hope to really cut through, and create a positive, lasting impression on their view of the brand.
Mercedes will certainly be airing their commercials in front of a large audience but I’m wondering whether the demographic is the right one for the brand? I’m assuming that a male consumer is the target audience, but according to research, X Factor has a broad appeal, particularly to women for whom reality and magazine formats are popular.
I’ll be following the outcome of this experiment by Mercedes with interest.