Capturing the moment with 'Focus Cam'. Ford

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Capturing the moment with 'Focus Cam'. Ford

From pop-up experience to YouTube phenomenon - the story of Ford technology brought to life

 

Challenge
Ford, official sponsor of the UEFA Champions League since its inception 20 years ago, wanted to connect with football fans and showcase the cutting-edge technology on the new Focus.

 

Insight
Football matches turn on moments of genius, moments that become frozen in time, to be remembered and shared by fans for generations afterwards.

 

Solution
The UEFA Champions League Final is one of the world’s most prestigious sporting events, watched by a global audience of over 160 million.

 
If we could help fans create their own unique moment, capture it and share it with their friends, we could feed their passion for the game, and reach thousands more fans through social media.
 
So we created "Focus Cam" - a unique, pop-up experience at the UEFA Champions Festival in London’s Hyde Park. Inspired by the camera technology on the new Ford Focus, the Focus Cam featured a rig of 40 synchronised cameras, arced around a stage.
 
Step 1: A blogger outreach programme built anticipation before the event as bloggers tested the rig and experienced the new Focus at Ford’s Technical Centre in Dunton.
 
Step 2: The rig arrived in London. Fans at the UEFA Champions Festival visited the Ford experience to create their moment on the Focus Cam rig. This was captured in 3D and turned into a video souvenir. For those waiting to play, there were football-related games, freebies on offer for those checking in via Facebook places, and technology demos inside the new Ford Focus.
 
Step 3: Video clips were instantly uploaded to YouTube using on-stand iPads, allowing fans to watch, share and compare their movies through Facebook and Twitter. Ford’s Facebook and Twitter channels drove viewers to their favourite clips.
 

Results

  • More than 3,000 video clips uploaded, generating 75,000 views
  • 9,500 visits to the campaign microsite over the course of the activity
  • Amplification of Ford innovation and technology stories to a readership of over 12.3 million on local and international blogs and media, including BBC Online
  • Additional earned media through Facebook and Twitter

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