From Times Square to the San Francisco Bay Bridge, digital billboards will feature consumer-designed artwork as part of Ford’s new ‘By Design’ car campaign.
Ford is looking to bring a new level of interactivity to outdoor advertising, which according to the US manufacturer is a great way for them to show how their products make consumers feel. While working on the billboard, the consumer will also receive a “selfie” – a webcam shot of their design from cameras located across from the billboards.
In order to create your own design, you need to head down to FordByDesign.com, select one of six major US cities and of course the car of your choice, along with the colors and effects which you’ll be working with.
Fair warning, though it is pretty cool, the designs will hardly feel unique as you only get a handful of colors and effects, while the blueprint for what you can come up with is already somewhat predetermined.
When your “creation” is submitted, Ford will display it to a billboard in the city you chose while you were on the microsite. Of course, you also get your name and hometown next to your design.
Aside from NYC and San Francisco, other available locations include Los Angeles, Miami, Chicago and Washington D.C.
“We wanted consumers to experience and be a part of our brand in a unique way,” said Lisa Schoder, Ford’s digital marketing manager. “By showcasing what our consumers’ vehicles mean to them, we have made their individual expressions the driving message of our campaign. The By Design campaign goes far beyond how our cars look. It’s about how our cars make you feel. We are turning the lens on to the consumer, allowing users to create our ads and really letting them feel connected by design.”
In order to get your design across, you have to wait for it to be sent to the queue for the ad board server (in the city of choice), after which it will be displayed in a matter of minutes dependent upon demand.
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