CMAX LIVE (Hacking Instagram) - Ford
Associate Creative Director: Matthew Tait
Agency: Team Detroit
C-MAX Live married traditional and social media in a totally new way. The idea was to use traditional out-of-home ad boards and Instagram to create an animation user-generated posts.
When real people took their photo with the board and uploaded it to Instagram tagged #cmax, amazing things started to happen. Through an innovative use of barcodes created for each printed board, we used image recognition to stitch together the frames in the right order to form the animation. Then, people were directed to cmaxlive.com to search for themselves by logging into Instagram. Once there, they can also search for their friends and watch the entire animation populated by a cast of ever-changing people.
With 68 individual frames, we put the boards in the top 10 C-MAX markets across the country in malls, movie theaters, wild postings and events—anywhere people might be up for a little fun with their phone and a friend. Through this interactive and fun process, users learned more about the all-new hybrid and electric versions of the C-MAX as well as our Ford Social platform.
When real people took their photo with the board and uploaded it to Instagram tagged #cmax, amazing things started to happen. Through an innovative use of barcodes created for each printed board, we used image recognition to stitch together the frames in the right order to form the animation. Then, people were directed to cmaxlive.com to search for themselves by logging into Instagram. Once there, they can also search for their friends and watch the entire animation populated by a cast of ever-changing people.
With 68 individual frames, we put the boards in the top 10 C-MAX markets across the country in malls, movie theaters, wild postings and events—anywhere people might be up for a little fun with their phone and a friend. Through this interactive and fun process, users learned more about the all-new hybrid and electric versions of the C-MAX as well as our Ford Social platform.
CMAX-Live Case Study
