Ford wanted to give consumers a firsthand experience of the new Mustang.

We handed it to them.

To help build excitement around the launch of the Ford Mustang, we created a new and unprecedented way to let consumers experience the car firsthand. It was so unique, it won The Direct Marketing Association (DMA) Innovation of the Year – Mobile Category.

Using Digimarc® (scanning) technology, we embedded invisible watermarks into full-color images throughout the Mustang showroom brochure. Customers simply downloaded the app (App Store℠ or Google Play,™ or texted for the link), then scanned photos and watched the stories come to life on their smartphones or tablets. Users became deeply connected with Mustang via video and interactive elements as they watched a smokin’ burnout, listened to the roar of the revving engine via a virtual gas pedal – and even customized the car with spoilers, stripes and accessories.

Consumers could also view real-time inventory at the dealer they visited without searching or entering ZIP codes, as it automatically linked the user to the dealer who supplied the brochure.

It was the most complete and immersive application of Digimarc technology in the automotive industry, and it gave our client valuable data and insights into the shopping behaviors of this key audience.