'Marie' is a fictional character in the Mercedes-Benz 'Escape the Map' challenge who needs helps from viewers to "escape" out of Google Maps' Street View. Sound strange? It is, but it's also an exciting and fun way for the automaker to engage its youth audience in the UK.
This video shows 'Marie' trapped inside a Mercedes-Benz C63 AMG Coupe in Google Street View. Her face is blurred, just like the faces seen in Google Maps Street, and the video asks people to participate in interactive online challenges to help Marie, which will also unveil her blurred face. Viewers who participate also get a chance to win a C-Class coupe, in addition to receiving a phone call from Marie thanking them for their help.
With real life and the online world becoming increasingly intertwined, an interesting interactive campaign like the Mercedes-Benz 'Escape the Map' challenge offers one way to gain awareness among today's tech-savvy youth.
Virtual Rescue Campaigns
Mercedes-Benz 'Escape the Map' Challenge Asks Viewers to Help Marie
Trend Themes
1. Interactive Viral Campaigns - Companies can create interactive campaigns that utilize audience participation in imaginative and engaging ways.
2. Blended Reality Engagement - Companies can create interactive, blended reality experiences that combine real and digital worlds for more immersive engagement.
3. Gamification Marketing - Companies can use gamification techniques to incentivize engagement and drive participation while building awareness and brand loyalty.
Industry Implications
1. Automotive - Automakers can leverage interactive campaigns like 'Escape the Map' to engage a youth audience and build brand awareness in a more tech-savvy world.
2. Marketing and Advertising - Marketing and advertising companies can use blended reality and gamification to create compelling and engaging campaigns for clients.
3. Technology - Technology companies can offer platforms and tools to enable interactive campaigns that bridge real-world and digital experiences for increased engagement.