Mach Drop
Selling cars like they were limited-run Yeezys.
Hype job.
Social | Influencer | Partnerships | E-Commerce
Ford had a surplus of limited-run Mustang Mach-E electric vehicles it needed to sell. But they had almost no budget. And there was a pandemic going on, so they couldn’t even offer test drives.
We thought: What if we took a cue from hype culture and dropped them like the latest sneakers? Based only on the strength of our idea, we managed to convince a few celebs and partners to work with us for free. Then we put together three epic drops and sold every vehicle.
The drops.
Drift legend Vaughn Gittin Jr. sent fans to Uncrate.com for the first drop, making Mach-E the first car to be sold on the site.
Ford partner Idris Elba made the next drop, unannounced, on Instagram.
We timed the final drop with the release of Matthew Dear’s Mach-E-inspired track “New Breed,” and produced a hidden Spotify track that let fans order a Mach-E directly from the song.
Mach Drop achieved a 44% conversion rate, earning $200 for every $1 spent.
2021 Effie Winner
2x 2021 Cresta
2021 Epica Award
2021 D&AD Shortlist
2021 ADC Shortlist
3x 2021 One Show Shortlist