Unleash Your Inner Mustang
Ford Mustang is the most customizable car ever built with hundreds of part options straight out of the factory and endless aftermarket accessories. To inspire gear heads to create their dream muscle car, we created a digital tool called The Mustang Customizer.

Insight and Opportunity
Mustang has one of the largest communities of auto enthusiasts, we brought auto culture behavior normally found at car clubs and auto shows offline, online and into the palm of your hand.

Sample Customization

The Goal
Broaden Mustang's reach by engaging car enthusiasts where they play by creating a seamless experience between platforms (desktop, mobile, tablet, social, gaming consoles and offline extensions).

The App
Mustang Customizer available on the go and offline? Check. We created a mobile app version of the digital experience for hand held devices and gave it an upgrade allowing users to race their custom Stangs in an original Drift racing game – against friends. Users could keep track of bragging rights by earning trophies and see how they stack up against the friends with real-time leaderboards.

Melting The Tires Off
To extend the campaign we took it to the masses via wall-size interactive displays at autoshows, airports and transit stations. Car culture celebrities willingly got in on the action. We targeted fans and showcased their custom whips with localized digital OOH boards – we even partnered with GoGo to entertain passengers at 30,000ft with free access to the Mustang Customizer.

Roles:
Concepting/Storytelling, Creative Direction, Strategy, Art Direction

Partners:
Creative Team / Stu O'Neil, Sue Driscoll, Jennifer Powers, Andrew Smith, Stephanie Kohnen, Brian Bono, Adam Burkett
Case Study Video Credits / Stephanie Kohnen, Adam Burkett
Agency Partner (Design + Development) / Firstborn
CG Partner / Speedshape
App Developer / 4info

Awards:
One Show Interactive / Bronze Pencil / Website + Microsites / 2010
One Show Interactive Merit Award / 2012
FWA / Site of the Day
Lester Wunderman Awards / Gold
Adobe / Adobe Max Finalist
OMMA Awards / Finalist
WMA Webaward / Outstanding Website
W3 / Best-In-Show / Automotive
How Interactive Magazine / Merit Award
Hive Awards / Winner, Automotive
Hive Awards / Winner, User Experience
How Awards / Award of Merit
Communicator Award of Excellence / Automotive
Effie / Gold

Unleash Your Inner MustangFord Mustang is the most customizable car ever built with hundreds of part options straight out of the factory and endless aftermarket accessories. To inspire gear heads to create their dream muscle car, we created a digital tool called The Mustang Customizer.

Insight and OpportunityMustang has one of the largest communities of auto enthusiasts, we brought auto culture behavior normally found at car clubs and auto shows offline, online and into the palm of your hand.

The GoalBroaden Mustang's reach by engaging car enthusiasts where they play by creating a seamless experience between platforms (desktop, mobile, tablet, social, gaming consoles and offline extensions).

Unleash Your Inner Mustang
Ford Mustang is the most customizable car ever built with hundreds of part options straight out of the factory and endless aftermarket accessories. To inspire gear heads to create their dream muscle car, we created a digital tool called The Mustang Customizer.

Insight and Opportunity
Mustang has one of the largest communities of auto enthusiasts, we brought auto culture behavior normally found at car clubs and auto shows offline, online and into the palm of your hand.

The Goal
Broaden Mustang's reach by engaging car enthusiasts where they play by creating a seamless experience between platforms (desktop, mobile, tablet, social, gaming consoles and offline extensions).