Social Media Promotion Of The Week
Week 2: Mercedes Benz #Youdrive
Every Friday, the staff here at Social Media Frontiers chose the best marketing campaign from the past week. The innovation, success and simplicity of each promotion is taken into account. This week we have chosen Mercedes Benz’s Twitter #Youdrive campaign.
To promote the release of the new Mercedes Benz A-Class, the UK branch of the German car manufacturer commissioned a series of interactive adverts, which were televised during last weekend’s X Factor.
In the first advert, which aired at 8:10pm on Saturday, a musician, played by rapper Kano, was whisked away by a female accomplice in the A-Class after city authorities tried to apprehend him.
The police set off in hot pursuit and, despite some expert evasive driving by the accomplice, the A-Class was cornered. At this point, the viewers were invited to chose whether Kano should #hide or #evade, posting their decisions on Twitter.
Thousands of viewers posted their decisions, with #evade coming out on top with 60% of the vote. At 9:25pm the second advert was shown, with the A-Class successfully evading its pursuers.
At the end of the advert, with capture again seeming imminent, viewers were asked to make another decision: would Kano and his female friend escape their pursuers with a #switch or with a #lift?
This time, #switch came out on top, so the pair parked their car beneath a balcony and slipped along a side alley to a different Mercedes Benz A-Class. Thanks to the close cornering of the car, the expert driving of the mystery female and the public’s decisions Kano was able to perform a secret gig.
A number of factors contributed to the success of Mercedes’ campaign: the advert was shown at peak viewing times during the commercial break of a popular television show, Mercedes paid Twitter to ensure that #Youdrive was trending high and, most importantly, the advert engaged the audience, putting them in the driving seat.
Mercedes are yet to release the exact figures showing how many tweets were posted with the #Youdrive hashtag, but for its engagement and innovation, the campaign certainly stood out.
The whole story, which has almost 4 million views, can be viewed on YouTube.
What did you think of the #Youdrive campaign?
Contact us on Twitter or leave your comments below.
Will Sigsworth
Follow us @SocialMediaF & @WillAtSMF
www.socialmediafrontiers.com
Every Friday, the staff here at Social Media Frontiers chose the best marketing campaign from the past week. The innovation, success and simplicity of each promotion is taken into account. This week we have chosen Mercedes Benz’s Twitter #Youdrive campaign.
To promote the release of the new Mercedes Benz A-Class, the UK branch of the German car manufacturer commissioned a series of interactive adverts, which were televised during last weekend’s X Factor.
In the first advert, which aired at 8:10pm on Saturday, a musician, played by rapper Kano, was whisked away by a female accomplice in the A-Class after city authorities tried to apprehend him.
The police set off in hot pursuit and, despite some expert evasive driving by the accomplice, the A-Class was cornered. At this point, the viewers were invited to chose whether Kano should #hide or #evade, posting their decisions on Twitter.
Thousands of viewers posted their decisions, with #evade coming out on top with 60% of the vote. At 9:25pm the second advert was shown, with the A-Class successfully evading its pursuers.
At the end of the advert, with capture again seeming imminent, viewers were asked to make another decision: would Kano and his female friend escape their pursuers with a #switch or with a #lift?
This time, #switch came out on top, so the pair parked their car beneath a balcony and slipped along a side alley to a different Mercedes Benz A-Class. Thanks to the close cornering of the car, the expert driving of the mystery female and the public’s decisions Kano was able to perform a secret gig.
A number of factors contributed to the success of Mercedes’ campaign: the advert was shown at peak viewing times during the commercial break of a popular television show, Mercedes paid Twitter to ensure that #Youdrive was trending high and, most importantly, the advert engaged the audience, putting them in the driving seat.
Mercedes are yet to release the exact figures showing how many tweets were posted with the #Youdrive hashtag, but for its engagement and innovation, the campaign certainly stood out.
The whole story, which has almost 4 million views, can be viewed on YouTube.
What did you think of the #Youdrive campaign?
Contact us on Twitter or leave your comments below.
Will Sigsworth
Follow us @SocialMediaF & @WillAtSMF
www.socialmediafrontiers.com
Social Media Promotion Of The Week
Reviewed by Unknown
on
Friday, November 09, 2012
Rating:
Reviewed by Unknown
on
Friday, November 09, 2012
Rating:
Unknown
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