We capitalized on second-screen culture to create the (yes, really) world's first real-time audience-driven TV commercials. Using twitter, viewers drove the action of a story told over three commercials shown in one TV show.

Hashtags in each commercial enabled viewers to steer the story, and they could follow the live voting on the #YouDrive website.

TV stations aired the most tweeted-for commercial which then invited the viewers to drive the action further.

During the week prior to first airing, we built appointment to view excitement by following the conventions of a movie launch. Heavyweight digital outdoor, time targeted SMS, paid social and newspaper cover-wraps all drove consumers to our 30” trailer which enjoyed a 95% completion rate on YouTube.

Just two months after launch the A-class represents 6.2% of the total UK hatchback market.

Brochure requests were up 140% after the campaign and we generated 77,000 leads overall.

We delivered 740,000 visits to the website and 237,000 video views on YouTube.

During the TV show airings, 24,000 tweets were posted and #YouDrive appeared 103 million times on twitter and 30 million times on Facebook.

Crucially, the average age of people enquiring about the A-Class was a full 10 years younger than the Mercedes-Benz average.