This paper describes how Mercedes-Benz has achieved unprecedented engagement with a younger audience by pioneering a different approach to automotive marketing. Sharing a long-form interactive story across various media, the campaign combined to generate engagement not just with communication, but with the brand and its product, directly converting into increased sales. With a creative concept of a dynamic car in a dystopian world, the campaign achieved record levels of interaction with the Mercedes-Benz brand, and a payback of at least 1.15:1 within five months of campaign launch