case study

Generating leads with a high–octane engagement

Our Challenge: Fans of NASCAR and Ford Performance live and breathe all things racing. So when they challenged us to spark conversation and capture high-quality leads, we knew we had to do more than bring fans an incredible experience, we had to make them a part of it.

Our solution: Picture this: you’re in the driver’s seat of the Mustang GT, pushing 200 mph at Homestead-Miami Speedway while your favorite NASCAR driver rides shotgun. In our engagement, this wasn’t just a daydream. We let fans “take the wheel” and create their very own Ultimate Ford Performance Experience, and put one fan in the driver’s seat for the ride of a lifetime.

We let fans create the ultimate, crowd-sourced experience by voting for their favorite racetrack, Ford Performance vehicle and NASCAR driver.

For 3 weeks, fans visited our “Take the Wheel” content hub to cast their votes and see how other fans were voting in real-time.

For 3 weeks, fans visited our “Take the Wheel” content hub to cast their votes and see how other fans were voting in real-time.

We announced each new program phase on social, where fans could also vote for their pick via custom hashtags.

We announced each new program phase on social, where fans could also vote for their pick via custom hashtags.

Once all the votes were in, we announced the Ultimate Ford Performance Experience, and gave fans one final chance to win it.

The results sped by our expectations

11mm

total impressions

100k

votes cast

Exceeded lead-gen goal by

68%

Over

50k

high-quality leads for Ford