Ford Mustang Drive Stream

Comms Strategy / Digital / Experiential

Just when you thought the Pony couldn't get more electrifying

While Ford’s stable of vehicles today is progressive, brand perceptions and favourable opinion has lagged with millennials who still perceive it as an outdated heritage brand. Enter the Mustang Mach-E: Ford’s first electric SUV that is anything but traditional. In this new initiative, we were tasked with showcasing the innovative Mach-E and its electrifying performance as a means to revitalize Ford brand perceptions.

The Insight

Today’s tech-savvy millennials are increasingly embracing the innovative and engaging online experience that livestreaming uniquely provides. Not only are livestreams a great source of entertainment – spanning the spectrum of everything from 24/7 panda cams to musicians busking from their bedrooms – it is the de facto place on the internet for the gaming community to congregate. 

For lovers of the new, the livestream has become the new hangout spot.


The Strategy

GET: Tech-savvy millennials who dismiss old-fashioned brands

TO: See Ford as an innovative brand

BY:  Highlighting the Mustang Mach-e's performance in a new-fashioned way

The Idea

For one night only, we invited the internet to take a reinvented test drive with us, allowing users to control a real Mustang Mach-E driven by a professional driver on our custom-built 100,000 square foot racetrack. True to Twitch and Mustang culture, we gamified our test drive by incorporating racing game elements into our livestream such as laps, high scores and of course, turbo boosts. 

The Execution

Pre-event we released a teaser trailer to generate hype, which was spread by partner Twitch influencers who simultaneously announced their participation in co-streaming the event.

During our livestream, viewers would be served prompts that presented them with commands they could enter by typing W (straight), A (left), X (turbo boost), D (right) as comments in the chat field. The most popular response at each sequence as calculated by our chatbot would be executed by the stunt driver in real-time.

Post-event, a long form making-of video of this interactive stunt was distributed in online video channels to amplify reach.

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The Results

  1. Best-in-class 8% lift in Brand Favourability (2x benchmark)

  2. 87,000 virtual test drives averaging 9m17s time spent per user

  3. Over 19,000 game commands entered in 25 minutes, peaking at 44 commands per second

Awards

  • Cannes (Shortlisted)
  • CMA: Media Innovation (Gold)
  • ADCC (x4)
    Marketing Awards
  • Applied Arts

Selected Works

Ford - Mustang Drive StreamComms Strategy / Digital / Experiential

Ford - Ford SmoothieComms Strategy / Integrated / Experiential

Ford Escape - See the CityComms Planning / TV

Alfa Romeo - Brand PositioningBrand Strategy / Brand Positioning

Best Buy - Poké PartyComms Strategy / Insights / Proactive