Warc Gold winner for social strategy, #YOUDRIVE was a social media first.

We used Twitter in real time to drive the action of a story shown in the breaks of X Factor. Viewers tweeted to decide what happened next in a car chase told across three ads. More people tweeted about #YOUDRIVE than about X Factor itself.

 #YOUDRIVE appeared 103 million times on Twitter and 30 million times on Facebook.

 +237,000 YouTube views with a 95% story completion rate.

+740,000 website visits, +140% brochure requests, 77,000 new leads generated

 In 2 months, A-class went from 0.4% of UK hatchback market to 6.2%.

Average age of people enquiring about A-class reduced by 10 years.

Directed by Yann de Mange