Mercedes-Benz UK has created a social media first by using Twitter to allow viewers to select the ending of the recently launched TVC. Check out this video that shows the promotional trailer for the campaign.

The ads, created by Abbott Mead Vickers BBDO, and aired during the X Factor, saw viewers drive the action of a three-part story where they were invited to choose between certain scenarios by voting via Twitter using the hashtag #YOUDRIVE. During the first 60 second slot there were two choices: #Hide or #Evade which determined how the TVC ended. I love the idea of an integrated strategy where social interactions can dictate the outcome of a story based TVC. Check out the full #YOUDRIVE experience here.

Looking at this video another way it would have been a great opportunity for a phone company or mobile network provider tie-in and take advantage of the data usage and phone capabilities.