Mustang Customizer

FORD / INTEGRATED

Ford needed a way to show people that Mustang was more than just another muscle car, it was the ultimate form of self-expression through its endless customizable possibilities. From this insight, the original Mustang Customizer was born. But just customizing cars on a website wasn’t enough. So in 2013, I joined the team that gamified the Customizer. First we took the experience everywhere from mobile to interactive boards in transit stations. Then we gave people the ability to challenge each other through battles voted on by the Customizer community. Winning battles earned people points. Building cars earned them points. Sharing cars earned them points. And the more points they earned the better their chances became of winning the exact car they customized on Customizer. Beyond surprising a four lucky fans with the exact car they created on the Customizer, we celebrated many more designs by featuring real people’s cars on digital billboards in their own hometowns in six major cities, and created a spot to inspire people to unleash their inner Mustang.

The campaign was a huge success for Ford. Not only did we built a passionate facebook community of 4.9 million fans, we generated over 9 million site visits, over 600,000 app downloads, helped grow sales 19% YOY, and generated the highest level of brand favorable opinion on record for Ford.

RESULTS

CREDITS

ACD Stephanie Kohnen

GCD Stu O'Neil

SR COPYWRITER Adam Burkett

SITE DESIGN Red Interactive

APP DESIGN Andrew Smith & Ryan Breight

ECD  Gary Pascoe

ACD  Tim Winters

DIRECTOR Jon Favreau

DP Matthew Libatique

VFX The Mill

ACCOUNT Jason Follebout

OG TEAM Sue Driscoll, Jen Powers, James Robinson

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©2017 Stephanie Kohnen