Ford came to us with a simple, yet challenging goal: Help us build awareness for Ford SYNC among an online audience in a way that has never been done before. Microsoft Advertising worked with our Branded Entertainment and Experiences Team (BEET), who create branded experiences for MSN, XBOX Live and Mobile and the Ford team to create 'Play It 4-Ward' a campaign that combines original branded content with a multi-screen campaign across the PC, mobile phone and in-game ads.
The campaign debuts today on MSN and can be downloaded as a mobile application, which is a first for a multi-screen campaign since the same original content that is available on the PC extends to the mobile phone. Additionally, in-game ads to promote the campaign are now live in Activision's Band, DJ and Guitar Hero game series.
What's the campaign all about?
Play It 4-Ward includes 12 four to five minute webisodes that feature a panel of entertainment and technology experts who debate industry topics and upcoming trends. The topics are moderated by Paul Hochman, the Gear and Technology editor for NBC's Today Show and panelists range from Facebook privacy officer Chris Kelly to trend guru and founder of "The Intelligence Group" Jane Buckingham.
They engage in a lively debate in each webisode, such as whether texting while driving should be banned. Viewers can engage with the videos by voting for panelists with whom they agree, as well as commenting on the videos.
Play It 4-Ward will also include articles written by the panelists that dive deeper into topics of interest and highlight specific gadgets such the Flip Ultra HD, with opportunities to search online for the featured gadgets and technologies.
What's the campaign look like on my mobile phone?
The mobile component of Play It 4-Ward breaks new ground. Not only does the campaign represent our single largest mobile advertising campaign to date-with more than 20% of the overall ad budget going toward mobile-but the mobile execution has the same 'look and feel' as the PC experience so Ford can engage with consumers on their terms and provide utility on the go. The app can be downloaded free across four different mobile operating systems: Windows Phone, RIM, Android and Apple. Mobile consumers will have access to repurposed video from the Play It 4-Ward panelists, articles, and a daily holiday gadget gift guide, which Bing search will provide suggestions for recommended gifts.
And unlike any other in-car technology, SYNC-equipped Ford cars will enable users to connect to their music libraries from their mobile phones by using Advanced Audio Distribution Profile (A2DP), a Bluetooth technology that streams audio from one device to another.
Where can I see the campaign and download the mobile app?
You can check out and download the Play It 4-Ward mobile app for free by visiting the application marketplace available at for Windows Phones. In addition, the application will be available on RIM, Android, and Apple phones. Ford and Lincoln vehicles that come with the SYNC-enabled technology will also be included in the upcoming XBOX game title Alan Wake, which will be released in May 2010.
Cheers
Jamie