Mercedes-Benz is running “Escape The Map”, an integrated advertising campaign inviting British consumers to go online at escapethemap.com and rescue a woman caught in a Google Streetview version of Hong Kong. Marie, behind the wheel of her C63 AMG Coupe, needs a mystery driver to help solve the clues and make her way to an exit into the real world streets of London. Marie needs to escape from the map before her face is forever blurred-out, like everyone else who’s pictured there. The winner of the competition, run from 11 November to 11 December, will win a real-world C350 Coupe.
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Other platforms used include nationwide advertising on the sides of buses, a cover wrap in Metro newspaper next week and a YouTube Homepage Takeover initiative. A cover wrap in Metro Newspaper on 14 November will use Blippar, the free augmented reality app that uses a smartphone’s ‘magic’ lens to enhance the world around the user with information and entertainment. Marie has her own Twitter stream at @girlinmap, and a Twitter hashtag of #escapethemap.
The Escape The Map campaign was developed at AMV BBDO, London.
The site was developed at unit9 by interactive director Rob Corradi, producer Alessandro Pula, and technical director Yates Buckley.
Music was created at 11.59 by Atticus Ross, Claudia Sarne and Leo Ross.
Marie is played by Mariah Bonner.
Competition live from 11.11.11 to 11.12.11. Entrants must be 21 years or over. UK residents only. Driving licence and proof of insurance of winning car required to claim the car. Model features in advert is a C 63 AMG Coupé. Prize to be won is a C 350 BlueEFFICIENCY Coupé.