Mercedes-Benz, an automaker that celebrates its 125 anniversary this year, has launched a new ad campaign in the United Kingdom. The four-week campaign created by Abbot Mead Vickers BBDO is aiming to reach youth audience. It features a fictional character called Marie who finds herself trapped driving a Mercedes-Benz C63 AMG Coupe model in Google Maps’ Streetview.

The four-minute ‘Escape the Map’ online film offers viewers to go to www.escapethemap.co.uk and help Marie escape (and unveil her blurred face) by taking part in a series of interactive challenges. If viewers do not help her, Marie’s face will remain blurred just like faces of those photographed on Maps Streetview.

The boarders of real and virtual world are blurred as well in this campaign. Viewers are asked to enter their number into Marie’s mobile phone, and they will receive a call from the virtual character thanking them for their help. After entering the number, people can participate in a competition to win a C-Class coupe.

A TV commercial rolled out on November 11 during ‘The X Factor’ on ITV1. The campaign also has print, outdoor and social media support including advertising on buses and a cover wrap in Metro newspaper. Marie also has her own Twitter stream at @girlinmap, and a Twitter hashtag of #escapethemap.

A cover wrap in Metro Newspaper today uses Blippar, the free augmented reality app that has an entertaining smartphone’s ‘magic’ lens to ‘explain’ the world around the user. The ‘magic’ cover will features Marie explaining how she has become trapped in Streetview.

Only UK residents over 21 who have a driving license can participate in the competition for a chance to win a C 350 BlueEFFICIENCY Coupé. The campaign will end on December 11.