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December 4, 2007

Ford's online experiences take pole position

Two groundbreaking online campaigns for the Ford Motor Company, that create highly engaging experiences for consumers, have received a total of six industry awards over the past two months.

Created by Imagination’s digital communications team, the campaigns combine the art of experiential and online marketing.

The first project to receive the industry accolades is the Ford VJ Experience, which was originally created to optimise Ford’s presence at the Geneva Auto Show in March and is currently featuring in all of Ford’s Tier 1 auto shows. The interactive project dominated the AV Magazine Awards, which took place in at London’s Park Lane Hilton. The VJ experience won Best Interactive Media Project of the Year, Best AV/IT Project of the Year and also scooped the prestigious Grand Prix Award for AV Project of the Year.

The VJ experience also won the B2C award at the UK BIMA (British Interactive Media Association) awards that took place last Thursday 29 November.

Ferrar: Pioneering digital engagement experiences

The Ford VJ Experience engages auto show visitors, inviting them to participate in the development of video content that is displayed on massive display screens.

The other project to gain industry recognition is the interactive, online sitcom entitled Where are the Joneses?. During its 12-week  run, the Ford-sponsored daily sitcom gained rave reviews among communications industry commentators, as well as with blogosphere pundits. The project has now gone on to win recognition as Best Video Campaign from a leading industry media awards ceremony, the US OMMA (Online Media, Marketing and Advertising) Awards, which were held in late September in New York City, playing host to industry members who “push the potential of online media”.

The sitcom, which was the brainchild of Imagination’s Digital Communications team, developed the storyline with awardwinning production company Baby Cow (the UK comedy production house established by Steve Coogan and Henry Normal). Since the sit-com finished on 10 September, the team have been inundated with a number of industry questions and requests for more information on the Joneses formatm which draws on a diversity of Web2.0 services to support the production, including Wordpress, Wikidot, Twitter and Youtube.

Damian Ferrar, Imagination’s director of Digital Communications, said: “We knew we had a great offer, but we’re particularly proud to have been rewarded with such early success. We’re a growing part of Imagination and these projects demonstrate just how we’re pioneering digital engagement experiences across networked media platforms. These awards also recognise the commitment of Ford of Europe to working with us to turn the best ideas into award-winning projects delivering outstanding results.”

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