The first, 60-second instalment of the “cinematic cat-and-mouse caper”, which surrounds a rapper’s attempts to reach a secret gig, will air during The X Factor and invite viewers to vote for what he and his stunt-driving female companion should do next by tweeting.
The votes will be instantly counted to determine which version of the second instalment should air later in the show. After another vote the conclusion will air during The X Factor results show on Sunday evening.
The “event” is designed to help Mercedes shed its image as “a nice thing that you enjoy in your retirement”, said David George, the German marque’s UK managing director.
According to consumer research, the average age of a Mercedes owner is perceived to be 45. Mr George said he hopes to reduce it by ten years to help sell the new A-Class, which is cheaper than Mercedes’ bigger models and designed for younger, more fashion-conscious owners.
Premium brands have not suffered as much as the wider car industry during the recession and the new hatchback is an attempt to broaden Mercedes’ appeal outside its traditonal golf club stronghold. Although ratings are down this year, to 8.7 million from 9.7 million last year, The X Factor remains ITV Saturday night lynchpin.
The advertising will aim to capitalise the growth of “second screening”, whereby viewers discuss television programmes while they are on air via Facebook, Twitter and other online services, using a smartphone or tablet computer.
Britain will serve as a “test market” for the campaign, said Mr George, partly because the trend towards second screening is more developed here than elsewhere in Europe. Twitter has more than 10 million British members, more than in any other European nation and behind only the United States, Brazil and Japan, according to independent data.
“Certainly when it comes to social media we’re a bit ahead here,” said Ian Pearman, chief executive of AMV BBDO, the agency behind the campaign.
“We’re really aware that it’s still a relatively small number of people who will join in, but those that don’t will still see the television ads and see Mercedes in a new way.”
Mercedes is not the first car maker to turn to Twitter to add some social media gloss to its brand. Volkswagen’s Brazilian arm, for instance, used the microblogging service to run an online treasure hunt and Jeep ran a campaign in which it invited Twitter members to solve a series of puzzles.
Mr Pearman said Mercedes was the first firm to use Twitter to direct action on television, however.
“We’re pretty sure it’s a world first,” he said.
For Twitter, the campaign is further evidence that it is becoming an increasingly integral part of Britain’s media. Television shows including The X Factor routinely suggest hashtags – the topic labels Twitter users add to their messages – to help viewers join online discussions.
