Internet Case Study - Ford: Bullitt Starring You
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Language
EnglishVoice Age
Middle Aged (35-54)Accents
North American (General) North American (US General American - GenAM) North American (US Midwest- Chicago, Great Lakes)Transcript
Note: Transcripts are generated using speech recognition software and may contain errors.
Ford asked us to create a live press event and use social media to maximize awareness of the newest iteration of the Mustang Bullitt at the North American International Auto Show. The challenge we had was telling multiple stories all at once. First, the Mustang as a representation of freedom and performance, then paying homage to the heritage of the vehicle and finally weaving in the bullet story line and giving people a chance to really experience the newest bullet way. Asked ourselves, How can we put people into the movie and make them feel like Steve McQueen? We decided to create a movie studio experience that would generate socially shareable content through a personalized movie poster and movie trailer. To create all this in a live environment would require a variety of technologies working together to play a key role in the experience. I'm Molly McQueen and Steve McQueen was my grandfather. After 50 years, we reunited Steve's beloved Mustang with the all new 2019 Bullitt Mustang. In addition, we gave visitors the chance to be Steve McQueen and star in their own bullet movie trailer to deliver the bullet experience. A number of services were developed to handle the different smaller tasks. A number of AP eyes were developed using Python, JavaScript, the Apache Cordova Project and IOS for video manipulation, composition and rendering FF. MPEG was chosen for its power, speed and community support. This allowed the system to easily consume many small videos recorded for each scene and then automatically apply filters, cropping and stitching to produce a fully rendered video for visitors to view and share. Leveraging the python technologies and frameworks allowed us to build a piece quickly, providing out of the box back of house user interfaces for managing the system and to end this'll is key for live events, as last minute changes to assets and timelines is a given, and the Python frameworks allowed us to provide these with minimal effort. The end result was nothing short of amazing. Consumers were able to feel the experience of a real movie set, while the director controlled recording of all the shots from the tablet. Once the system had all the pieces it needed, it would automatically edit the final video, add effects like camera shake and intelligent cropping, underlay sound effects and music, overlay titles and deliver a finished shareable video to the consumers email in 7 to 10 minutes. The results are in a social reach of 74.5 million interactions of 299,000 and grew Ford's followers on social media accounts. By nearly 5% 3133 emails were sent, with an average open rate of 92% achieving an average click rate of 62%.