#FusionFNO On Fashion’s Night Out (FNO), Ford launched a multi-channel disruptive program embracing the Fusion of Technology and Design. As Uber's first-ever brand partner, Ford launched a branded user interface on the application and offered Fashion's Night Out attendees the ability to summon a brand new Ford Fusion, custom-designed by Rebecca Minkoff, and experience the automobile firsthand while enjoying VIP transportation to the brand's offline event. Through key partnerships with leaders in technology (Uber) and design (Rebecca Minkoff), #FusionFNO, ICED Media helped Ford tap into a built-in audience of qualified fashion-interested handraisers while positioning the new Fusion as the embodiment of Technology and Design. Leveraging Uber’s proprietary GPS technology coupled with our hyper-targeting on Facebook and Twitter resulted in an innovative use of granular targeting to maximize reaching qualified handraisers locally.This holistic program proved successful in positioning the Ford Fusion at the epicenter of convergence for online and offline consumer-centric dialogue on Fashion’s Biggest Night. Through industry accolades from Mashable and FOMO on Twitter and Instagram the partnership with Uber solidified Ford’s reputation as a leader in technology. The partnership with sought-after designer Rebecca Minkoff lent relevance to Ford’s overall involvement in Fashion’s Night Out and reinforced the Fusion as the definitive vehicle for the fashion-interested contemporary consumer. #FusionFNO Uber The Uber program positioned Ford as a first-mover in hyper-local targeting #FusionFNO Rebecca Minkoff Partnering with one of the most sought-after designers, Rebecca Minkoff increased the program relevance and allowed Ford to tap in to a qualified audience of fashionable New Yorkers #FusionFNO Instagram The #FusionFNO Instagram feed provided opportunities to visually enhance the microsite, combining technology, fashion, design and user sharing capabilities. #FusionFNO Facebook Facebook amplified hyper-local targeting scaling the program to fashion-interested consumers in Baltimore, Boston, Philadelphia, and NYC resulting in 173% more impressions than originally forecasted #FusionFNO Microsite Mobile optimized microsite allowed consumers to view and share dynamic real-time content aggregation from Twitter and Instagram
Topline Results 9,683 unique visitors 24,588 page views Over 2,000 lead captures Over 1.4 million Twitter impressions of the #FusionFNO hashtag Industry Accolades "I've always been interested in alternative applications of Uber's technology and showing off a cool new automobile is something we've never done before so when they came to me with the idea I loved it from the start." - Josh Mohrer, GM of Uber NYC
