Ford Fusion – “#Backatyou”

People had great things to say about the new Ford Fusion. We wanted to say "thank you".

Team Detroit approached Ghost Robot with a simple idea. How do we reward people who are saying good things about the Ford Fusion.  The result was a robust digital campaign with content of all kinds supporting the “Random Acts of Fusion” tagline.

We assembled a team that included three Ghost Robot directors, a writer, art director and multiple producers to crank out over 40 videos and hundreds of web assets.  The team began by combing through a list of thousands of tweets and Facebook mentions, looking for inspiration. With winning mentions in hand, we then contacted the authors, did lots of background checks, and wrote custom scripts or activations for each one.

Project Info
Client Ford
Agency Team Detroit
Directors Benjamin Dickinson, Adam Levite, & Joey Garfield
The D Show Innovative Marketing
The D Show Cinematography
The D Show Digital Media
The D Show Editing
The D Show Interactive Advertising

We shot across six states over the course of six months, including a chaotic shoot in New York City, two days after the devastation of Hurricane Sandy. Highlights included:

• A recurring role for Paul F. Tompkins

• Musical improvisations by Reggie Watts

• A spot featuring Broad City’s Abbi Jacobson

• An undercover car wash

• A 3-hour live webcast hosted by Dave Hill where we gave away a Ford Fusion

The campaign was a massive success, netting 11 million views and over 200,000 new Ford Fusion Facebook fans.

Check out some of the content we produced.

Digital Activations


And Some Press