Focus Promotion | Online Game Design & Data Capture

THE BRIEF

Follow The Magic With Ford was a late 2009 campaign to promote the best selling Ford Focus model. The campaign was co-branded between Ford and Disney Parks and Resorts with the aim of promoting the Focus and gathering data on potential customers.
Disney Parks and Resorts offered 250 chances to win a family holiday to Disneyland Paris as competition incentives.
Our brief was to create an online hub and engagement device to:

  • Virally drive traffic for the competition
  • Capture data and permissions
  • Increase awareness of the Focus model

OUR SOLUTION

As an incentive to enter the Disneyland competition we decided to offer users free play on a Ford driving game, taking them on a virtual journey through a Disney branded environment. This totally original game was designed in-house (see it at http://stage.phenotype.net.disneyford/deploy). To play the game, users simply had to enter personal information and their details in the competition. By using the gameplay as an incentive to participate, response exceeded all KPI’s and provided Ford with a platform to explain the advantages of the Focus to consumers.

 

RESULTS

Aly Cameron, European Promotions Director for Disney Parks and Resorts commented that the game "looks so good I would eat it if possible!". The success of the campaign led to extended pan-European roll-outs. The project offered particular challenges with dual brand stakeholders of internationally high caliber.