Integrated 360˚ Campaign:
The Ford Mustang is the most customizable car ever built. Owners can personalize their muscle car with hundreds of part options straight out of the factory and further tune their ride with an immense amount of aftermarket parts and accessories. To help inspire enthusiasts to unleash their inner Mustang, my team created a digital tool that allows users to dream up their fantasy Mustang. We called it, The Mustang Customizer.
Mustang has one of the largest communities of enthusiasts, we gave users the opportunity to customize their rides with other users in a real-time online group setting that featured social chat functionality. We brought auto culture behavior normally found at car clubs and auto shows offline, online. We created a community Mustang gallery where users could share their dream mustang and rank others. Users were also able to share their Stangs on Facebook and Twitter, download personalized wallpapers and get a breakdown list of parts for their creation.
My team retooled the Customizer and blew it out into a 360˙ integrated campaign. Our goal was to broaden our reach by engaging car enthusiasts where they play by creating a seamless experience between platforms (web, mobile, tablet, social, gaming consoles and offline extensions).
Our online experience also got a social facelift when we added "Battle Mode," where users could take it outside in a Hot-or-Not style head-to-head matchup on Facebook to let friends determine who had the hottest ride. We also made the Customizer portable embedding a "light" version of the experience on Mustang's Facebook Channel allowing fans to begin to build badass Mustangs right within Facebook before ultimately driving them to the "full" experience on Ford's website to finish their build.
With the success of the web experience, we wanted to allow users access to the Mustang Customizer on the go and offline. An app was created for iPhone, Android and tablet. Users could now seamlessly hookup their online and offline profiles.
The app also featured an original Drift racing game where users could race the custom Mustangs they built against friends by connecting with Facebook through the app. Users can keep track of bragging rights amongst friends by earning trophies and seeing how they stack up against the competition with real-time leaderboards.