MachDrop

Selling vehicles like rare sneakers, inspired by hype culture.

THE OPPORTUNITY

Ford wanted to sell more of their limited run Mustang Mach-E First Edition’s. With almost no budget. During the start of a global pandemic. With no vehicles to see in dealerships, and auto shows shut down. And with only a few weeks to pull it off. No biggie.

Social

Influencer

Partnerships

E-Commerce

The Work

We looked to hype culture to sell a car in a way that had never been done before. Like dropping a pair of rare Yeezy’s, we dropped one of each First Edition colorways in three unique ways.

With our limited time and a practically non-existent budget, we reached out to numerous prospects to find the right fit. This wasn’t a traditional paid media partnership. We had no paid media. They had to collaborate with us solely on the strength of the idea and the opportunity to do something that had never been done before. Within days, we had our partners.

First, Drift legend and Ford driver Vaughn Gittin Jr. sent fans to Uncrate for the first drop, making Mach-E the first car to be sold on the site.

Ford partner Idris Elba dropped the next cache, unannounced, on Instagram.

The final drop was timed with the release of Matthew Dear’s Mach-E inspired track New Breed, producing a hidden Spotify track* that let fans order from the song – another first.

The Results

The halls at Ford were brimming with excitement over this one. The campaign pulled off an unheard of 44% conversion rate, as Ford once again sold out of First Edition’s–earning over $200 for every $1 spent.