I was browsing Youtube the other day, listening to some music video's when i noticed an advertisement at the top of the homepage that i recognised. Mercedes-Benz recently launched an advertisement on the TV, that could also be found online. This sounds normal obviously, but the online campaign was in fact an interactive video called 'Escape the map' created by AMV BBDO, aiming to attract younger consumers. The audience had to play along to save themselves from being 'captured by the camera and regulated'. The people who took part in the online video or 'mission' were entered into a prize draw to win one of the new cars being advertised. I think this is a good example of media convergence in action, and how it can be used as an advertising tool within the industry.
The competition is now closed, but you can still log on and have a go of escaping the map yourself at http://escapethemap.com/
Sarah
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