In Escape the Map, an interactive UK effort by Mercedes Benz, consumers get to help a woman and her car escape a sinister Streetview version of Hong Kong. A TV spot directed by Carl Erik Rinsch directs viewers to a websitewhere they find 'Marie' and her C 63 AMG Coupe trapped in Streetview. Marie needs to escape from the map before her face is forever blurred-out, like everyone else who's pictured there. Participants must help crack the clues in order to be entered for a chance to win the car.
The campaign, aimed at attracting a younger consumer to the Mercedes-Benz brand, is by AMV.BBDO. It also includes a YouTube Homepage Takeover, bus advertising, and a cover wrap in free commuter newspaper Metro that uses augmented reality app Blippar.