Mercedes launch social media first

Mercedes-Benz has launched a unique new advertising campaign for its brand new A-Class, giving social media users the chance to shape the storyline.

The Stuttgart-based carmaker has invited Twitter users to contribute to the '#YOUDRIVE' campaign as part of a three-part story set to air during the commercial breaks in ITV1's X-Factor next weekend.

The story revolves around lead actor Kane Robinson trying to land a secret concert with the assistance of a female sidekick, played by actress Wendy Glenn.

But, with several different scenarios to choose from, Twitter users can direct where the story goes by posting a tweet on the micro-blogging site by including the '#YOUDRIVE' hash tag.

Consumers can then visit a specially-created interactive YouTube channel to view all different twists and turns the story could have taken and drive their own A-Class version of events.

Viewers of the YouTube channel, youdrive.com/YOUDRIVE, will even be given the opportunity to win a new Mercedes-Benz A-Class for a year if they can successfully locate the date of the secret gig in the film.

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