Client: Ford

Brief:

Create a ground-breaking “flash mob” concert series for Ford and Sony using digital tools to seed interest and announce concert details weeks, days and hours leading up to the event.

Result:

Through unprecedented flash mobs, 10 free concerts featuring 11 different artists were offered to people all over the country. There were more than 25,000 attendees, 680,000 online visitors, 275,000 sweepstakes entries, 70,000 registered insiders, and 42,000 Ford hand raisers. In the end, Fusion was associated with music enthusiasts, resulting in increased brand preference among the target.