Mustang is a symbol of self-expression. For decades, people have taken the Pony, and made it their own. But at Ford, the Pony has always been protected. Unchanged. Until now.

Introducing the Pony Personalizer. For the first time ever, Mustang owners could make their own personal Mustang. Designed seamlessly on facebook, owners poured their identity into the pony. Once designed, fans were able to put their ponies on hoodies, hats, T-shirts and ultimately as real emblems on the front of their Mustangs. In return, we released them into the wild. Celebrating our owners’ individuality in every piece of communication that went out. To date, over 85,000 personalized ponies have been created, Spread across the country. From Billboards and murals to tv and print.

Strategic rolling launch starting February 14th in the west coast markets moving east as the country thaws ending in June 2018. The Key Markets: LA, SF, Tampa, Orlando, Miami, Houston, San Antonio, Phoenix, Dallas, Atlanta. With placements: Addressable TV / FEP (Hulu, Trade Desk), Enthusiast Publications (AutoWeek, Motor Trend, Road and Track, Car & Driver, Automobile.) Digital OOH/Place-based (Digital boards, spectaculars, and hand paints in selected markets), Facebook, Instagram, and YouTube — scaled at 97MM impressions.

To date over 86k ponies have been designed on the personalizer. 25% of traffic has gone on to shop merchandise with a response rate of 720,323 Social engagements. The Mustang Vehicle Homepage traffic remains steady at 10% increase post launch of daily average visitors. Traffic from the Vehicle Home Parge to Build & Price increased by 51% at launch and has continued to perform above average.