case study
Ford – Club 115
Students…raise your hands!
Ford Motor Company wants to provide mobility solutions to college students and budding young professionals. In order to reach students, Ford engaged with Velocity XD to create a unique campus activation, epxosing these potential young car buyers to information about Ford‘s Certified Preowned Vehicle Program, featuring a 115 item certification checklist.
As a savvy marketer, Ford wants to achieve more than just attendance numbers. They wanted to capture student hand-raisers who were willing to opt-in to receive more information and follow-up from local Ford dealers. Getting college kids to have fun is one thing but enticing them to really commit required a combination of relevant information, a compelling proposition (sweepstakes to win a car), all delivered using a fantastic experience to energize students about Ford and promote sign-up.
Velocity designed a fun mix of activations incorporating digital data collection in the tailgate-like experience called Club 115. The events were produced at Georgia Tech and Auburn University over 13 separate Fall weekends. The timing gave Ford and Club 115 the benefit of big-time crowds during each school’s home football games. The audience was engaged with the brand on multiple levels including a tablet supported live intercepts, a custom racing game (think Oversized Tyco Racing), branded vehicles, green-screen photo booths, custom kiosks, gaming stations, premium giveaways and a national sweepstakes.
Velocity managed and produced all aspects of Club 115 including event design, event kit fabrication, on campus marketing through student brand ambassadors, custom digital interfaces for the tablets and kiosks, data capture and reporting for the program. The results were phenomenal driving 75,000 sweepstakes (opt-in) registrants and tons of social media impressions for Ford.
