Sync my ride

DESCRIPTION

To promote the rollout of SYNC, Ford's voice-activated in-car communication system, an equally innovative media strategy was required.
The primary target was the self-styled “Techsplorer” – individuals with a high rate of adoption and utilisation of advanced products and services, and who consider themselves knowledgeable enough about technology to give advice to others.
Ford wanted to communicate with them in a suitably high-tech way to highlight the merits of its own tech-spertise. Based on the target profile, Ford knew that these consumers would more than likely possess a Bluetooth-enabled cellphone or PDA. To take full advantage of this, it installed Bluetooth transmitters in 24" x 32" backlit posters in restaurants, clubs and bars in four of Canada's largest cities: Toronto, Montreal, Vancouver and Calgary.  
Whenever the targets were within range of the transmitters they received a message on their phone or PDA asking them to accept a SYNC message from Ford. Those choosing to accept then received a 20-second Ford SYNC video or branded mobile wallpaper, free of charge.
The initiative, backed up by TV and online advertising, was reportedly Canada's first national Bluetooth technology marketing campaign. A total of 26,756 Bluetooth-enabled devices were pinged over the course of the campaign, with the posters receiving more than 1.5 million impressions.

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