Pocket Mustang is a mobile experience that turns your phone into 'tire-eating' Ford Mustang.

1. You “drive” your phone.

2. A real Ford Mustang copies every move you make.

3. Watch your maneuvers turned into a personalized film.

Using a seamless HTML5 experience, the gyroscope reads phone movements and translates them into a pattern of motion. Then, an automated editor selects individual clips and composes a complete film using real-life footage of a Mustang copying your exact moves.

+1.500 video clips are available on the server to provide endless possibilities for personalization.

Timeline/Implementation

- The experience went live first-hand in China and quickly spread across APAC region.

Live dates:

- China Sep 11th 2016

- Taiwan Oct 16th 2016

- New Zealand Oct 16th 2016

- India Nov 20th 2016

Reach

• Overall: 575M vs. 437M target (+31.7%)

o China: 444M vs. 384M target (+16%)

o Taiwan: 4.9M vs. 4M target (+22%)

o India: 120M vs. 45M target (+265%)

o New Zealand: 7M vs. 4M target (+75%)

Engagement

• Total engagement: 1.31M vs. 1.2M target (+9%)

Brand

• Mustang contribution to Brand favorable opinion: from ranking 8th in Q3 to 6th in Q4

o China/India: 10% to 11% contribution

o 1% increase in Ford Brand Favorable Opinion

Business

• Specific targets not set. Mobile games ? sales

• Sports car segment share from 23% in 2015 to 37% in 2016 (+58%)

• Sales + 88% during Q4 ‘live’:

o NZ: Segment share 15% in 2015 to 70% in 2016

o China: Share from 23% in 2015 to 33% in 2016

o India: In just Q3 / Q4 2016 - captured 60% share

o Taiwan: volume up, but segment share down