2010 Ford F-150 SVT Raptor
While working as a copywriter for Wunderman-Team Detroit, I helped produced the vehicle-launch mini-site for the all-new 2010 Ford F-150 SVT Raptor; an off-road, desert-racing-capable production truck.
I helped with content strategy (how the site would look and navigate) and was responsible for writing all of the site's content.
The challenge was keeping the content brief and easily digestible to an online audience (while tying in ''Built Ford Tough'' brand character) and understanding the technical aspects of the truck's features so I could relate the features to the off-road truck driving audience in easy-to-understand terms.
I helped with content strategy (how the site would look and navigate) and was responsible for writing all of the site's content.
The challenge was keeping the content brief and easily digestible to an online audience (while tying in ''Built Ford Tough'' brand character) and understanding the technical aspects of the truck's features so I could relate the features to the off-road truck driving audience in easy-to-understand terms.
2010 Ford SVT Raptor home page.
Grill Feature Fly-Out Copy: First Impression: Intimidation. Up front, with its jaw clenched, the brick wall Ford Grille makes a bold statement. Underneath, it's backed by a sturdy set of closed-loop tow hooks - ready for heavy loads.
Interior Fly-Out Copy: Eyes On The Prize. All your important gauges are within eyeshot of the road ahead. The standard Black leather-wrapped steering wheel features a Molten Orange leather center strip that serves as a centering sight line during the most extreme off-road driving adventures. Unique SVT gauges feature a white face and Ice Blue lighting to help you keep your rpm in check when the sun goes down.
Air Extractors Fly-Out Copy: Built For The Desert. Not The Showroom. Rugged. Aggressive. Anything but pretty. Built with features that not only look good, but serve a purpose - such as the hood mounted air extractors. They allow hot air to escape the engine compartment and help keep the underhood components cool.
Front Shocks Fly-Out Copy: Smooth Sailing. The standard front internal bypass FOX Racing Shox provide position-sensitive damping, which helps deliver improved traction, stability and comfort - reducing driver fatigue. These purpose-built internal bypass shocks allow variable shock rates based on wheel position for agile performance off-road and on. And they help control an impressive 11.2" of front suspension travel.
Links to related sites.
