The sixth generation Ford Mustang, which has undergone a mid-cycle action (MCA) makeover, is designed to customise its driver from the looks of its wheels to how its exhaust sounds.
Visitors at the pop-up booth set up for the launch of this model in Shanghai and Beijing during last May and June respectively had a little taste of the personalised experience when they were able to design their own Mustang 'pony' on site using WeChat's interactive H5 platform and emboss their designs on tote bags and T-shirts. Furthermore, visitors were encouraged to participate in a video challenge on Douyin, the hottest video sharing platform in China. Chinese KOLs Yiting Morgen and Mr Three were on site to offer video tips to the participants. Winners of the best Douyin video had the opportunity to drift on the Mustang.
Uniplan, which organised and executed the event, explains that it was a gratifying experience for visitors to see their Mustang pony designs and Douyin videos displayed on the LED screen set up at the venue. The music 'vroomed' in varying intensity and volume to match the four driving modes of the Mustang model.
The agency says employing Douyin marked a big step for an international brand like Ford. It was a novel approach that paid off in reaching out to a young Chinese audience, while the locations at Xingtiandi in Shanghai and the Armani Square in Beijing attracted a trendy crowd.
Results:
- Total foot traffic: 12,756
- Total engagement on WeChat's H5 platform: 5,675
- Total video likes: about 20,000
- Total number of short videos collected: over 200
- Total impressions: 40,600
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