Uniworld Group and Briabe have brought the experience of kicking the tires of a new car to the palms of your hands via The Ford Edge Mobile Experience, a highly interactive mobile HTML5 web application designed to promote the advanced features of the 2011 Ford Edge.
Goal: Given the high rate of ownership of smartphones among their African American target audience, Ford desired to make use of all of those devices to deliver a unique way of experiencing some of the attributes that make the 2011 Ford Edge special.
Our Solution: Briabe and Uniworld recommended an HTML5 mobile web application which would allow for a mobile rich media experience, without some of the restrictions associated with a native application development effort - including requiring users to download the application from Apple’s App store. The final product's design worked on both iPhones and Android phones.
Key features highlighted in the HTML5 Application included:
- A 360' view of the car, which allows users to get up close and personal with the vehicle. As the user rotates the vehicle on her touch screen pop-ups highlight information about key exterior features.
- Behind The Wheel section introduces users to a few of the vehicle’s programming and personalization options accessible through the vehicle’s wheel-mounted five-way button control pad.
- MyFord Touch™ in-car driver connect technology sits at the heart of Ford’s strategy to simplify the operations of its vehicles while amplifying the available functionality. This is accomplished by allowing users to manage the vehicle’s functionality in a logical, intuitive and useful way. The mobile experience held true to this principle of simplicity by providing an animated, escorted view of the system’s four major elements – Navigation, Climate, Entertainment and Phone.
Bringing It All Together:
In addition to producing and developing the application, Briabe also provided the following in support of the campaign:
- Executed a targeted mobile advertising campaign to generate awareness and drive traffic to the mobile experience web application.
- Developed and deployed device detection and redirection solution to ensure that consumers who clicked thru were delivered the best experience possible based on their hand set.
- Conducted campaign optimization as necessary to ensure the best performance.
Closing Thoughts:
The Ford Edge Mobile Experience HTML5 website allowed us to push the boundaries of what is presently considered possible in mobile web development by providing consumers an engaging rich experience that many believe is only available through native applications. As the popularity of smartphones continues to grow with consumers, we expect to see more advertisers embracing HTML5 as an alternative to native application development.
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