Launch a pilot program for the new Ford Focus Electric Vehicle and create buzz by leveraging social media to drive customer demand.
Bring the car to the people! Give consumers access to all the great features the Focus Electric has to offer by creating the “Focus Electric Driving Experience,” a social media gaming contest that allows users to experience the amazing vehicle via a surreal “urban vs. nature” environment. Content on social channels and paid media were utilized to send traffic to the Focus Electric Driving Experience where drivers were asked to customize their car, get their friends and “escape the city” before time runs out. They also needed to strategize when to pick up passengers (to increase their “carpool morale”), when to avoid obstacles and when to stop and recharge their vehicle. High scores were dynamically shared on users’ Facebook timelines, and social sharing was promoted throughout the contest to drive brand advocacy. Custom integration with MapQuest allowed users to geo-locate local, real-world charging stations in their area and schedule a test drive at a nearby dealership. The program incentives included a $100 Best Buy gift card to the top weekly players, and an all-expenses-paid trip for two to New York for Earth Day as the Grand Prize.