Mercedes-Benz and their advertising agency AMV are planning an ambitious advertising event during this weekend's broadcasts of The X Factor with viewers being invited to use Twitter to decide how a story should develop as it is shown across three commercial breaks on Saturday and Sunday.
The story concerns the efforts of a music star played by Kane Robinson - most famous for his role in Channel 4 drama 'Top Boy' - to get to a secret gig where he's due to perform against the wishes of the local authorities. Assisted by a glamorous driver and decisions of the social media hive, Robinson's character must overcome various obstacles put in his path.
After an initial ad lasting 60s on Saturday, a second ad running in a subsequent commercial break will reflect the votes cast by Twitter users and a third installment lasting 90s will appear during Sunday's night's show which will both recap the story and add some concluding scenes.
Twitter activity will be managed by Holler.
David George of Mercedes-Benz reveals that this is an initiative designed to engage younger motorists: "The new A-Class represents a new, younger, more dynamic Mercedes-Benz brand, which is reflected in this campaign.
"It's a modern Mercedes-Benz, that encourages people to do what we know they enjoy; to get involved. In doing so, we hope to really cut through, and create a positive, lasting impression on their view of the brand."