PROJECT AB35
Ford needed to connect with rugby fans during the Rugby World Cup but didn’t have sponsorship rights to the event. So we created an engagement campaign leveraging the relationship with the All Blacks and created 35 limited edition Fiestas. To drive engagement we released webisodes of The All Blacks designing the limited edition Fiesta. Each episode was unlocked weekly to encourage re-engagement. We also created an online scavenger hunt giving players the chance to win a real Fiesta with AB35 Parts Pursuit. Via social media players were given 35 clues that directed them to websites where Fiesta car parts had been hidden. Those who found all the clues and completed their car were in to win.
- Ford
- Digital campaign
