Augmented reality handiwork to be showcased on 5,000 UK billboards.
The German car firm partnered with British AR specialist Blippar to develop the 'Escape The Map' ad campaign, which has been created to target younger shoppers.
The Mercedes project seems to have been inspired by Hollywood with film director Carl Erik Rinsch and Oscar winner Atticus Ross teaming up for the 30-second ad, which was shown over the weekend during The X Factor.
More than 5,000 billboards and 135 Mercedes showrooms across the UK will feature the augmented reality content, which is accessible via Blippar's app.
'Escape The Map' follows a character named Marie and her C63 AMG Coupé that must escape Hong Kong before her face becomes blurred.
By breaking a series of clues online to lead Marie to freedom, customers can win a C350 Coupé.
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Blippar's content will also redirect people to the Facebook campaign page and the firms will surely be hoping for further interest on the social network through sharing between friends.
David George, marketing director, Mercedes-Benz UK, said: "Escape The Map is a bold brand-sharpener – The interactive element is vitally important too.
"We’re talking to a new generation of people who double-screen or even triple-screen – watching TV whilst browsing on their iPad or smartphone."
Ambarish Mitra, CEO of Blippar, said: "We’re seeing more and more big-name brands run integrated advertising campaigns that combine TV, outdoor and digital marketing – but now digital also includes augmented reality to bring things to life and attract a younger audience.
"Mercedes-Benz is the first car brand to take augmented reality into its showrooms, but we expect more to follow as the potential of this technology becomes apparent."
Mercedes isn't the first auto-based AR project to be developed. Volkswagen launched an AR app in September and marketing specialist Somo developed both a Le Mans app and more recently a HTML5 ad campaign for Audi to engage the mobile market.
Blippar's recent AR projects have included Marmite, Cadbury's and Heineken.
Check out the video below.
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