Last night saw Mercedes, putting millions into an online ad campaign, as much as they would with a traditional campaign in order to launch their new A class. The first big brand to do so.
In an attempt to attract in younger drivers to the brand research suggests the average Mercedes driver is seen as being 45+), it is the world's first video TV advertising campaign where the plot of the commercial is decided on Twitter (on hashtag youdrive). About 10m use Twitter in the UK alone.
The 60 second commercial went out on 'X Factor last night' which was about a rapper's attempt to reach a secret gig in a 'cat and mouse' way. Viewers were then invited to vote as to what the rapper should do next, by tweeting.
The votes were then counted instantly (as happens on Xfactor finals anyway) with the conclusion/winning commercial airing in tonight's show. It's a good attempt to re-position the age factor for Mercedes. Xfactor is the key Saturday night programme with an audience of nearly 9m and very much not the typical market for Mercedes.
Clearly too, the whole activity will be discussed on Social Media and thereby furthering the campaign. Plus it was supported by full page press ads under the slogan, "be a part of the experience" and a headline, "For the first time during tonight's X Factor, a TV Commercial you drive".
Nice idea too. Simple enough, but significant in the cross-over between traditional and social media. Important too, to see big brands dive into the space like Mercedes which will draw other car manufacturers into doing something similar.
So few brands have still yet to get their heads around the web.
Look at what Mercedes are doing and see how easy it is to be clever.
And because this type of activity is only starting, any brand who gets involved, will get the attention before the deluge.
It's a real case of first up, best dressed.
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