Mercedes-Benz YouDrive describes how the brand monetised social engagement.

Low consideration for the Mercedes-Benz brand amongst 25-44 year old drivers presented a significant marketing challenge when faced with the launch of the new A-Class. A small, five door hatchback positioned to attract the very buyers who didn’t currently consider the brand.

The key to perception change was getting prospective drivers behind the wheel to experience the car, but we had an additional challenge.

We wouldn’t be getting an A-Class in the UK for another six months!

Tapping into the convergence between social platforms and broadcast content, our idea was to launch the world’s first interactive driving experience where a television audience could influence an advertisement in real time via a digital social platform.

The result was unprecedented levels of real time social interaction, consideration and sales from a new group of younger, conquest drivers.

YouDrive achieved a net revenue ROI of 3 to 1.