- The 2013 Mustang Customizer Campaign
2013 was the first year I worked on Mustang Customizer and we wanted to up the ante by creating a full 360 campaign that spanned from the online experience, to mobile and tablet, out of home on LED billboards, interactive media walls and a broadcast spot.
We made the site experience more robust by adding points to building, battling, sharing and even allowed them to wager those points in challenges against their Facebook friends.. More points equaled more entries at a chance to win the exact car you build on the site. We then selected four winners over the course of a four month contest period and then surprised them with the dream Mustang they created on the website and had it delivered by Mustang Drift Champion, Vaughn Gittin Jr.
We took the Customizer experience everywhere. We created large-scale interactive media boards in five major airports and high-traffic transit stations in Chicago and New York. We even let celebs get in on the fun at the Maxim Oscar party. We also gave people a bit of celebrity by putting the custom Mustangs they created on the site on CBS LED billboards in their hometowns across the country.
We also created a tv spot working with Iron Man director, Jon Favreau that celebrated the inner Mustang in all of us.
- We then took real people's dream Mustangs they created on the site and surprised four winners with the exact car they created.
Lead Group Creative Director on all efforts: Stuart O'NeilAssociate Creative Director/Art Director all efforts: Stephanie KohnenSite Copywriter: Adam Burkett
Site Development/Design: Red Interactive
CBS LED Billboards: Art Directors Doug Kohnen & Brian BonoInteractive Wall: Monster Media
Mobile and Tablet: Art Directors Andrew Smith & Ryan Breight.
Broadcast: Group Creative Director Gary Pascoe