Escape the Map
German car giant Mercedes-Benz is the latest in a long line of brands launching an interactive marketing campaign to attract younger consumers.
Created by advertising company Abbot Mead Vickers BBDO and launched in the UK, Escape the Map is a multi-channel campaign combining print, online and broadcast.
The game features Marie – a fictional character who finds herself trapped in Google’s Streetview driving a Mercedes-Benz C63 AMG Coupe. In true gamification format, the advert encourages consumers to help free Marie by following clues and interactive challenges on the website with the chance to win a C-Class coupe.
See the Macro Trend, Chain Reactions for more examples of brands adopting gamification marketing campaigns to take consumer engagement to new levels.