Off the map: Mercedes’ Marie needs your help

London – Advertising agency Mead Vickers BBDO has created a marketing campaign called Escape the Map for car manufacturer Mercedes-Benz, designed to appeal to a young target audience in the UK.

The campaign, which features a video with interactive games, surrounds a story of a girl named Marie, who finds herself trapped in a real-life version of Google Maps Street View.

After taking part in the games to help Marie find her way, players enter their phone number into Marie’s mobile phone and then receive a phone call from her thanking them for helping her to escape the map. People who enter their numbers are included in a prize draw to win a Mercedes C 350 BlueEFFICIENCY coupé car.

Commercials are increasingly using Gamification to promote products, while personalised advertising is explored in more detail in our Future Media Landscapes macrotrend.