Ford Puma
AR Campaign
In recent years, there has been a growing trend among major brands to leverage gaming as a means of connecting with younger audiences. Recognizing this trend, GTB, the agency responsible for Ford Motor Company global marketing, sought innovative interaction formats using Spark AR for their new ad campaign. Aligned with Ford's launch of the new urban SUV, the Ford Puma ST, a high-performance vehicle with a thrilling driving experience, the marketing team aimed to leverage the gamification potential of AR games and traditional advertising channels.
Client
Ford Motor Company
Date
2021
Service
Concept Development
Game Design
AR Development
Role
Lead Producer
Challenge
Create a fun and memorable social media campaign to introduce the new urban Ford SUV.
Solution
Develop a high-fidelity racing AR experience to showcase the product in an engaging and entertaining way. The game environment accurately recreates the Brands Hatch Circuit, located southeast of London, using real-world city data for mapping. The gameplay emphasized the new features of the Puma ST, including realistic cornering and racing modes.
My Scope
Navigating pre-sales client engagement, deal structuring, client onboarding, defining the initial project scope, and oversee the legal process with the client team to align on their goals. Lead internal design, creative, and engineering teams.
Results
The campaign achieved over 800,000 views and generated more than 75,000 unique game sessions within two weeks of campaign running.
