DO I NEED MORE?
CONSUMPTION CONSCIOUS BEHAVIOR
BRIEF: Promote the new Ford Ka to notoriously hard-to-reach 20-somethings who think Ka is for their grans.
STRATEGY: Our RESULTS: The website has
creatively expressive received over 1.13 million
audience is curious visitors with 92,991 people
about quirky stuff. registering for test-drives,
They love experiencing brochures, and configuring
new things, so we took a Ka. A total of 2862
them on a journey of discovery pins have been
discovery using created so far and continues
outdoor ambient, a to grow. Despite a steep
mobile app and decline in global sales, the
website experience personalised Ka range sold
that ultimately lead out immediately, creating a
back them back to the waiting list of 35,000
real world. (including deposits paid).
SOLUTION: First, we hid and distributed QR code stickers in bars and art spaces around Europe. This ambient yet interactive placement enabled people
to download and see an Augmented Reality 3D Ka on their mobile phone (an EU first). Not only did they discover Ford Ka close-up but the GoFindIt.net
URL appears encouraging them to go find more online.
The ‘Find It’ site challenges people to discover a whole world of exciting new things hidden in plain sight. It uses social mapping to allow people to find out
more about Ka as well as make, share and automatically tweet discoveries related to music, design, street art and popular culture. Over 2,500 pieces of
content have been created in just 6 months with more being contributed everyday.
Ours was a full circle approach – we started with outdoor to drive our audience to their mobiles which then sent them online where they discovered more
about what was happening in their local geographical environment.
Sweden made a really
Big brand names including Ford and
Nike are going so far as to release
on Facebook first.
Ford’s ambitious 2011 Ford
Explorer Reveal. The car maker
decided to forgo the auto show and
reveal its new car on the web, with
Facebook as the centerpiece of the
company’s online reveal strategy.
The campaign proved to be more
successful than anticipated. On
reveal day, Ford produced the
number one trending topic on
Twitter (Twitter) in the U.S.; the
Explorer was the number two most
searched for term on Google
(Google); Ford’s YouTube reveal
video garnered 11,000 views; more
than 50,000 Ford Explorer
Facebook “Likes” flooded in; and,
perhaps best of all, 25,000
potential car buyers built and
priced new Explorers on the
Samsung: Samsung was also
able to crack the top 10 twice, with
their YouTube HD Camera Trick, and
Extreme Sheep LED Art videos, the
latter of which is preforming
astronomically well since debuting
back in March. The top ten is
rounded out with ads from Coca-
Cola, Bontrust, and Cadbury.
Jednu věc mají
všechny tyto aktivace
společnou. Stojí mimo
rámec tradičního pojetí
marketingu a reklamy.
Co to znamená?
1. Je to všechno velká bublina,
která brzy splaskne?