Ford ST: Race My Message

Objective

Ford sought to generate buzz and capture the attention of performance car enthusiasts around its ST model line. The campaign capitalized on the massive volume of daily Facebook messages to explore an unconventional concept: what if those messages could become raceable?

Solution

An interactive Facebook application where users entered a personal message (up to 35 characters), selected a vehicle color, and raced the message around a personalized 3D track at speeds near 90 mph. Players collected crystal blue diamonds on corners to build leaderboard standings. Each track was encoded with an encrypted code that players could share on Facebook, inviting friends to complete the course and decode the hidden message. Built in Adobe Flash with 3D styling, launched May 15, 2013, developed by UNIT9 with creative direction and technical implementation from a specialized team.

Results

Received FWA Mobile of the Day award. Specific engagement metrics, participant numbers, reach, or conversion data were not disclosed in public sources.