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.

Are research results more important or time spent with a brand?

Burger King travels over 20,000 miles to find people who have never heard of the WHOPPER and perform the world's purest taste test.

This is another example of using content to occupy the consumer's share of mind.

As this ethically needs to be an unbiased research - the results needs to be displayed as they come. What would happen if BK found that these people liked Big Macs more than the Whopper?
Does it really matter what the result is? Does what matter more is the fact that BK were able to use interesting content to attract consumers to spend time with brand? I think so....

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 ;)

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/

Dr Pepper uses Content for Brand Engagement

Dr Pepper puts an unknown band in a plastic bubble on NY’s West Side Highway, throw the switch on 24 cameras, and let people watch whatever camera they want at any time of the day or night as the band records an album, snoozes, shaves their bodies. An impressive effort use of content for brabd engagement.

Dr. Pepper Bubble