Mercedes-Benz UK’s Escape the Map
Celebrating its 125th anniversary this year, luxury German automobile manufacturer Mercedes-Benz has launched an extensive gamification campaign in the UK in the hopes of engaging younger consumers.
The month-long multimedia Escape The Map campaign debuted with a 30-second advert during TV talent show The X Factor, previewing the story of a girl with a blurred face stuck inside a Google Streetview map of Hong Kong. Filmed like a trailer, viewers are directed to the website to ‘free’ Marie by watching the full four-minute interactive film, and unravelling a series of clues.
Mercedes expanded the campaign to include a YouTube video, a Twitter account from Marie’s virtual reality perspective, and a print advert in the UK’s free national Metro newspaper, featuring Blippar – an augmented reality function that connects with smartphones.
In addition to helping the fictional character escape her digital life, unscrambling the clues also gives participants a shot at winning a Mercedes-Benz C-Class Coupe. While gamification is nothing new, Mercedes reveals how a compelling (and slightly sinister) story continues to engage audiences.
The campaign runs until 11 December 2011.