In the UK, Mercedes-Benz relied on the social media and microblogging platform Twitter to determine the outcome of its latest TV spots for the new A-Class.

The series of ads cover 3 TV spots that aired during The X Factor over the weekend, with the first ad airing during the first commercial break on the Saturday airing, and the second spot in the next break. The third spot will then air during the Sunday episode.

The campaign, through Abbott Mead Vickers BBDO, called upon Twitter users to vote for what actions the central characters in the ads should perform next, using the hashtag #YOURDRIVE. That will determine the outcome for the third spot, which runs 90 seconds and features a recap of the initial two spots.

The spots feature a professional driver and a musician (Kane Robinson) going to some secret performance, all the while being pursued by police, vans and helicopters and all.

Using social media has proven to be an excellent way to engage younger audiences, which the A-Class is targeting. By putting the outcome in the hands of the viewers, the campaign becomes more memorable and brand-building becomes more participatory and thus more effective.

“It’s a modern Mercedes-Benz that encourages people to do what we know they enjoy—to get involved,” said Mercedes-Benz UK marketing director David George. “In doing so, we hope to really cut through, and create a positive, lasting impression on their view of the brand.”