Ford Launches New Mustang Mach-E Augmented Reality Experience

Augmented Reality is transforming the way customers are experiencing products. In fact, recent surveys highlight that nearly half of millennials in the US would prefer an augmented reality experience of a product to help them make purchases ahead of the holiday season.

Ford has just launched an AR experience to help bring consumers up close and virtual with the first-ever all-electric Mustang—the Mustang Mach-E. 

Now, consumers can experience the vehicle like they would have never imagined with ‘Expert in 0-60,’ a 10-episode, audio guided augmented reality series narrated by members of the Mustang Mach-E team that brings the SUV inside customers’ homes or anywhere. The new immersive approach is just one way that the brand is innovating to adapt to today’s largely virtual economy.

Check out the lenses on Ford’s Instagram from a mobile device. 

Unlike other AR experiences, ‘Expert in 0-60,’ which was created with BBDO, encourages viewers to move around the vehicle, while experts suggest the best vantage points to view each feature. Users can hear about the design inspiration, explore inside the vehicle’s cabin and even see the Mustang Mach-E shoot off the line in a 0-60mph demonstration.

In addition to reaching people in their homes, this series will be actively used by Ford’s 2,100+ EV certified dealers across the U.S. as a tool to show the vehicle without any physical Mach-E’s on their lots.

Joe Fox, associate creative director, BBDO NY said; “The storytelling aspect of this AR experience is what sets it apart. Beyond just seeing the vehicle, we want to guide you around it. Harnessing the passion of Ford experts to create interactive stories that elevate Expert in 0-60 beyond just a visual experience.”

His partner, Ricky Bowry, associate creative director, adds; “Combining high fidelity 3D modelling, animation and audio had never been attempted within Facebook and Instagram AR. But with every new challenge, the team found an innovative solution that helped realise our creative vision.”

Brief overview on each episode is below:

• Episode 1, The Pony: Celebrate heritage and Mustang spirit (Jason Castriota, Global Brand Director)

• Episode 2, Interior: Explore the sleek, modern interior design (Rachel Rachael Robinson, Interior Design Manager)

• Episode 3, Mustang SUV: Conquer the open road, with the Mustang SUV + (put these in separate bullets)

• Episode 4, Exterior: Uncover the iconic, uniquely Mustang, exterior design (Chris Walter, Exterior Design Manager)

• Episode 5, SYNC 4A: Tap into the connected capabilities of the next generation of SYNC (Hussein Husein Dakroub, SYNC Software Supervisor)

• Episode 6, Range: Get up close and virtual to Mustang Mach-E’s power source (Bob Taenaka, Senior Technical Leader, Battery and Cell System Development)

• Episode 7, Charging: Discover easy charging at home and convenient fast charging on the road (Sarah Kemppainen, Associate Director, Charging)

• Episode 8, Power: Dive into the power, of an all-electric performance (Robert Iorio, Vehicle Engineering Manager)

• Episode 9, OTAs Software: Unlock the power of over-the-air software updates (Mark Spain, Software OTA Evangelist)

• Episode 10, Innovation: Get a closer look at cutting edge features (Darren Palmer, Global Director, Battery Electric Vehicles)