Viewers Use Twitter to Determine the Course of Mercedes TV Spots

Real-time social stunt in U.K.

Mercedes-Benz pulled off a choose-your-own-adventure TV commercial last weekend in the U.K. as part of its interactive #YOUDRIVE campaign. The ad, which followed a young pop star riding out to an illegal gig, was split into three parts and allowed viewers to vote via Twitter on how key moments in the story would play out from spot to spot.

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