Ford Motor Company employed TIO to develop and execute a social media-based digital campaign to promote the 2012 Ford Focus to a tech-conscious audience and generate leads.
The “Ford Focus Hunt,” was a game with the goal of scanning a total of 5 QR codes released throughout Internet Week in New York, starting June 6th, 2011 and ending on June 13th, 2011. After scanning all 5 QR codes the contestant was entered into a sweepstakes for the chance to win 2 tickets to the Webby Awards, a one night stay at the Roger Smith Hotel, and a chauffeured 2012 Ford Focus to the awards ceremony. Different badges were also created to identify different attributes of the Ford Focus that might be of interest to particular audiences. The most essential component of this campaign was to convert the physical traffic of the scavenger hunt into web traffic.
Using QR codes through mobile technology, TIO was able to overcome the gap between the physical and digital outlets by requiring the use of technology to participate in the scavenger hunt.