A woman struggling to keep up in an advanced yoga class...that's life. The hot, new Ford Fusion...that's life in drive.

The campaign blurred the lines between entertainment and marketing and reality and fiction. Back-stories about the band and central characters were posted on sites such as Myspace.com. The band’s talent agency, Frazzleacts.com, featured a combination of real and invented acts. The main site was the documentary’s crushingblow.tv where weekly episodes were posted. Search and online ads on The Onion, ifilms, and MSN were complimented by a viral push including link dumping, influential bloggers and link sharing forums. DVDs of content were distributed in magazines and at SxSW. The band played at the Roxy, Spin Magazine’s 20th Anniversary party and SxSW.

1,000,000+ website visits, primarily from 18-34 year olds. 6,700 friends on MySpace. #1 video on iFilms.com. Average time spent site grew to 24 minutes. Average 8+ visits per user. 75% aware of Fusion’s involvement. 50% planned to seek more information on Fusion. 40+% said opinion of Ford improved after viewing.