2013 Mustang Campaign
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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 … Read More
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 Gittan Jr. We didn't just stop there, 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 even created a tv spot working with Iron Man director, Jon Favreau that celebrated the inner Mustang in all of us. Read Less
Published:
To give everyone a shot at winning their dream Mustang, we gamified the 2013 Mustang Customizer experience by adding points for building, battling and sharing the cars they created on the Mustang Customizer site. The more points they earned the better the odds of winning their dream Mustang. In the end, we surprised four winners and with the EXACT custom Mustang they created on the website. 
 
To promote this initiative, we took the 2013 Customizer everywhere from desktop to mobile as well as 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 featuring custom Mustangs created on the site on digital OOH billboards across the country. We even made sure the cars we featured were shown in the hometowns of their creators.
 
The campaign won a Gold Effie, a Facebook Studio Award and FWA Site of the Day.
Credits:
Lead Group Creative Director on all efforts: Stuart O'Neil
Associate Creative Director/Art Director all efforts: Stephanie Kohnen
Site Copywriter: Adam Burkett
Site Development/Design: Red Interactive
CBS LED Billboards: Art Directors Doug Kohnen & Brian Bono
Mobile and Tablet: Art Directors/Designers Andrew Smith & Ryan Breight. 
Broadcast: Group Creative Director Gary Pascoe
Interactive Wall: Monster Media