FORD - Mustang
Uber Mustang - Drive Thru Friday / J. Walter Thompson New Zealand
To coincide with the 37th National Mustang Convention, J.Walter Thompson partnered with FORD and Uber to give Aucklanders the chance to enjoy a truly unique experience: The FORD Mustang: Drive Thru Friday.
To generate some hype, we created teaser spots on social channels to keep people guessing before revealing what the event would be.
Then on launch day from 10 am to 2 pm, Uber users in the CBD and inner-city suburbs would be able to select a Mustang as an option within the Uber App. Those that were lucky enough to secure a ride were picked up in a brand new FORD Mustang and driven to our bespoke Drive Thru at the scene of the Mustang convention - the Viaduct Event Centre. Here they could order from a menu supplied by Dixie BBQ and mingle with All Blacks, BlackSticks as well as influencers Matilda Rice and Logan Dodds.
It was a once-in-a life-time experience for those who were picked up. For those not so fortunate, they were still able to engage with the event through our live posts, and the sight of 15 FORD Mustang’s cruising around the city created a lot of buzz.
An indication of the event’s popularity was the Uber app having 5,595 requests over a four-hour period – that’s approximately one request every two seconds.