The Ford Racing Mustang Challenge ran for three years (2008-2010) at some of the best racetracks across North America, and featured a purpose-built spec car by the Ford factory. Our role was to build and extend the Mustang Challenge brand from the ground up through a program of integrated marketing initiatives.View the work.
For each year of the project, the primary marketing component was an 11-episode season of videos available on the Mustang Challenge website and social media platforms (YouTube and Facebook).
Visual Inclination assisted with the capture and editing of over 40 hours of footage from more than 25 individual cameras, creating a digestible 10-minute recap of each race. We combined these race recaps with driver and crew interviews, top driver spotlights, and promotional extras – an ambitious undertaking that gave the Challenge some great exposure online.
As further promotion for the series and its sponsor, BFGoodrich, we developed and ran two distinct contests. The consumer-facing contest, The Ride of Your Life, encouraged racing enthusiasts to try BFGoodrich’s street tires, leveraging the brand familiarity established at the track.
To showcase BFGoodrich’s racing tires, the Driver Shootout contest invited amateur and up-and-coming drivers to share their own race videos for judging, with the winning contestants competing in the season's closing event, head-to-head against series drivers. Both contests were featured prominently on the Mustang Challenge website, social media platforms, and in racing publications.