Goal :

launch the new Ford Focus, that offers the most advanced technological elements

Owned media :

blog, Facebook page, You Tube brand channel of the fictious  CIVIL SOCIETY FOR BETTER CARS :

« even your old car can be superbly equipped for minimum cost, provide homemade solutions in the form of videos, photographs »

these were supported by PPC and PR .

Facebook contest : submit invention which help drivers in driving their cars.

Results :

Paid reach, 4,5 M people, 75,2 % online population

Earned reach, 0,6 M, 10,7 % online population

1 M video viewed

44 679 persons in the Facebook contest

1200 people joined Ford Facebook fan page

sources : Net Monitor, Facebook