CLIENT
Ford Motor Company
Jennifer Flake, Director of New Vehicle Global Marketing
Thomais Zaremba, Ford Digital Marketing Manager - US
AGENCY
Krysty Sagnia, SVP, Managing Partner Group Acct. Director
Patrick Stajich, SVP, Global Group Acct. Director
Laura Haddock, Acct. Supervisor
Justin Osman, Director, Digital Strategy
Scott Goebel, SVP, Director of U.S. Digital Practices
Andrew Martin, Planning Director
Jeff Doak, VP, Director of Social Measurement
Brad Jendza, Associate Creative Director
SUMMARY
Leaked images threatened to derail Fords carefully crafted debut of the all-new 50th anniversary Mustang. The brands die-hard enthusiasts lit up social media with their critiques while Ford was forced to remain silent, bound by its own press embargo. Finally, on Reveal Day, a SWAT team of creatives, analysts and community managers assembled to recapture the product launch by engaging in real time with Mustangs detractors. They developed creative on the fly and published it into the most influential negative conversations, effectively changing adversaries into Mustang advocates.