“
We developed an opt-in database of almost 70,000 consumers for Ford Fusion, becoming our most successful mobile campaign for database development for an individual brand.”
Objectives
Activate Ford's sponsorship of the American Idols Live! Tour through live event mobile engagement. Activate Ford sponsorship of the 2009 American Idols Live! Tour by directly connecting fans to new Ford Fusion in positive & relevant way. Solution
Ford ran on-screen trivia games on the American Idols Live! Tour, giving fans the chance to win backstage meet & greets with the Idols themselves. Fans also opted-in to receive ongoing brand communication from Ford & the American Idols Live! Tour.
Activate Ford's sponsorship of the American Idols Live! Tour through live event mobile engagement. Activate Ford sponsorship of the 2009 American Idols Live! Tour by directly connecting fans to new Ford Fusion in positive & relevant way. Solution
Ford ran on-screen trivia games on the American Idols Live! Tour, giving fans the chance to win backstage meet & greets with the Idols themselves. Fans also opted-in to receive ongoing brand communication from Ford & the American Idols Live! Tour.
Results
More than 80,000 engaged via mobile across all campaigns
70,000 opted-in for ongoing brand communications
Nearly 1 million text messages sent or received
