The cornerstone of this campaign was maxandal.com, a microsite "man lodge” where viewers could explore the lodge, watch the video episodes, send “congratulations on your baby” ecards to their Ford friends, and engage in other elements of the campaign. Those other elements included a custom Facebook tab within the main Silverado HD page, a Facebook/mobile game where viewers could play the role of Max & Al, and a second mobile app that helped Chevy Truck enthusiasts “talk smack” to their Ford and Dodge friends. We also worked with FunnyorDie.com to create custom content within their site.
Campaign Highlights & Awards:
- 2011 FWA Awards: Mobile of the Day "Max & Al's Heavy Duty"
- 2011 Web Marketing Association WebAwards: Outstanding Website Award
- 2011 The D Show (Detroit) Awards: Integrated Branding Finalist, Branded Games Finalist, and Digital Branded Experience Finalist
- Supported by rich media banners, mobile ads and search, the campaign generated tons of online buzz and earned media impressions...and pissed off Ford fans everywhere.
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(Site design by Bret Hawpe.)
(Apps produced by Struck.)