Ford Mustang 2010 Launch

Came across the brand experience for Ford 2010 Mustang launch today. The webisodes are based around Drifting in Japan which is kind of risky for Ford, given that it's illegal on the streets. At the same time it really gives the brand street cred and the edgy nature of the content is highly engaging.

I love cars but it's been a while since I've spent this much time on a brand funded microsite like this. The use of Google Maps and Video really brings the journey to life. The product specific features wrapped around the content are well integrated and supurbly executed - I like the 360º exterior very much.

Having extensive automotive advertising experience, i can say its a breath of fresh air to see an auto invest in something like this. It shows that Ford understands their audience and effectiveness of digital done right. Even though there's nothing too innovative here, it goes to show that a great content idea well executed will always capture the audience's attention.

View the brand experience here.

The Truth about Smart

Smart uses engaging video and interactivity to dispel myths about their products.

The idea of being able to control and interact video is like glue that keeps the audiences' attention. The humourous tone and light heartedness also makes it entertaining and adds to the stickiness. All this equates to consumer education which leads to positive attitudes towards the brand and help change brand perceptions.

http://www.truthaboutsmart.co.uk/

Follow the Nissan Z

The 'Follow the Z' Norther American Rally is brilliant. The legendary Z will be touring across the US, stopping at Z enthusiast clubs along the way. Each pit stop will allow fans unprecedented access to the newly announced 370Z. Using the Widget (below) and website, users can track the progress in real-time - adding another layer of connectivity.

As a pre-launch activity, it a great way to connect with brand advocates. Not to mention the content created can be used to drive traffic and create engagement within the brand community online. We will be utilising the content for the 370Z pre-launch microsite in Australia - stay tuned ;)

Jeep and Social Media

Jeep is an auto manufacturer that utilises the online environment to its full potential. Besides the usual online product feature communications - Jeep uses social media such as brand experiences and social networks to connect with consumers, drive engagement and form brand communities. Thus not only supporting their marketing communication activities and sales conversions but increasing their brand equity as well through positive consumer brand attitudes.

You can examples of their great work here:
Jeep and Social Media

Amazing Race style content for Dodge Ram Brand Experience

This is the brand experience to launch the new Dodge Ram. Needless to say a lot of money was spent on it and it's very Redneck! However I'm sure this kind of thing would really connect with the target audience.

Even though it's obviously scripted to introduce the product features, the content is engaging enough to be tolerable. Also the fact that the KSPs are coming from a 'spokesperson' and not the brand makes it ever more believable.

This brand experience seeds the 'tough' proposition well within the marketspace.

http://www.ramchallenge.com/

Bloodlines. Using sound to tell a brand story.

Simply effective. Need I say more? Uses sound to tell a brand story. It's my ambition to one day own a Porsche. This experience makes me want it so much more.

Porsche Bloodlines. Go there now.

2009 Land Cruiser launch microsite

A nicely executed Land Cruiser site from the US for the launch of the 2009 Land Cruiser.

Land Cruiser launch microsite

Compelling Brand Campaign

A highly engaging Hyundai site for their 'Think About It' Campaign. This campaign symbolises Hyundai's move to improve their brand perception. Ie. Hyundai is not a cheap poor quality auto manufacturer. Use of video to draw you in then snippets of animated information to entice the consumer to change their perceptions on the brand and products.

The interesting thing is that it doesn't once show the product.

http://www.thinkaboutit.com/

Automotive and Google

This campaign originated when Google approached Goodby, Silverstein & Partners to help create compelling new content and creative uses for its new click-to-play video ad medium and technology. The technology and possibilities with Google were a great fit for Saturn to help launch its new car and drive traffic into their retail locations. Creative, new media and interactive came together to form this idea to solve a difficult business issue in a way never done before.

Saturn is a very human kind of car company, and this project allowed us to create a personal experience to express that. Google's geo-targeting and click-to-play video ads allowed us to engage the audience in non-intrusive ways and deliver a highly relevant message-- people are taken from a high level brand experience right into the door of a retailer for a test drive.

By clicking on the initial banner, users trigger the launch of a special Google Earth application that zeroes in on the local dealership nearest them. The ad then transports visitors (virtually) to the dealership itself, launching a video in which the local Saturn manager introduces a brief Aura spot and interactive features like a 360° view of the car, an engine inspection and a printable map with directions.

The process involved capturing and seamlessly combining imagery from Google Earth, 3D renderings and motion graphics with live footage from each of 22 different Saturn locations filmed in six cities. In addition, 22 microsites were built and customized for each location. We leveraged Google Video Ads, Google Video, Google Maps, Google Earth and Google's Content Network of sites in an integrated experience. Creatively, the range of technology was actually liberating. Once we opened ourselves to it, we were able to find creative uses to weave them together purposefully."

http://www.saturn.com/saturn/detour/googleearth/index.jsp