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By The Drum Team | Editorial

October 6, 2012 | 2 min read

Mercedes has announced that in a bid to attract younger drivers it has launched a multimillion pound advertising campaign in which the plot is decided by Twitter users.

The first installment of the advert, which sees a rapper trying to outrun police to reach a secret gig, will be aired during The X Factor tonight, October 6. The 60-second clip then invites users to vote for what happens to the driver next by tweeting their vote using the hashtag #hide or #evade.

The winning version will be aired in a later ad break, with the conclusion of the Mercedes ad to be shown on The X Factor results show Sunday evening.

Britain has acted as the test market for the campaign, as Twitter has more than 10 million British member, more than any other EU nation.

AMV BBDO are the creative agency behind the campaign, with chief executive Ian Pearman telling the Telegraph: “Certainly when it comes to social media we’re a bit ahead here.

“We’re really aware that it’s still a relatively small number of people who will join in, but those that don’t will still see the television ads and see Mercedes in a new way.We’re pretty sure it’s [the campaign] is a world first.”

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