Mercedes Benz is running an advertising campaign this weekend where TV viewers can control the story line using Twitter.

The three spots, created by AMV BBDO, will run within The X Factor on ITV1 - the first two spots in the Saturday show, followed by a hashtag #YOUDRIVE, allowing users to control the storyline.

The third spot will be broadcast within the Sunday night The X Factor show, featuring the most popular ending, alongside the vote percentages.

Using Twitter to control an ad storyline has not yet been done in the UK, giving Mercedes a media first this weekend.

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