The commercials feature a musician, played by Kane Robinson--better known as British rapper Kane O--and a professional driver who are chased by the authorities on their way to a secret gig.

At the end of the first, 60-second ad which aired during the first break of Saturday’s live edition of The X Factor, the audience is invited to choose what happens next by voting via Twitter using the hashtag #YOUDRIVE. The ending selected was then bolted onto the first ad and the full 90-second version aired 24 hours later during the first break of the show’s Sunday-night live edition.

Each spot directed viewers to a dedicated YouTube channel where the ad could be viewed with either alternate ending, and tools were available for viewers to customize their own version. Viewers engaging with the campaign also had an opportunity to win extras.

Lees verder op fastcocreate.com.