Ford racing mobile integration

Campaign details

Advertiser: Ford Motor Company
Agency: Team Detroit
Category: Cross Mobile Integration
Region: NA

Strategy

The Ford Racing Cross Mobile Integration campaign includes all facets of mobile marketing including app, mobile site, SMS, QR Codes and even a little icing on the cake with a custom autograph from a Ford Racing NASCAR driver ... all to ensure that there is no device left behind.

The Enterprise Mobile team at Team Detroit, the Ford Racing group at Ford Motor Company and the engineering team at iconmobile developed a series of insights to extend the Ford Racing brand to achieve Ford Racing goals. Ford Racing specific research pointed us in a unique mobile enablement direction that warranted some interesting NASCAR race activation:

  • Racing fans usage of smart phones and tablets is higher than national averages
  • Most interested in live video of the race, real time updates and leader board information on race day
  • Non-race days, looking for news reports/updates
  • Very likely to access "behind the scenes" content on their mobile or tablet
  • There was no "mobile friendly" way of fans getting this information