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.
We assembled a team that included three Ghost Robot directors, a writer, an art director, and multiple producers to ideate, shoot, and post over 40 videos and hundreds of digital assets. We shot across six states over the course of five months. Highlights include:
• A recurring role for Paul F. Tompkins
• Musical improvisations by Reggie Watts
• A spot featuring Broad City’s Abbi Jacobson
• 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.