For our audience staying home is “the new going out” and watching MasterChef is one of the most important reasons to stay on the couch. So in order to get their attention we asked them to get out of their home and we invited them to ours: the Ford Social Home, a place where people could watch the show together, comment live but most importantly on the social media. With lovely furniture, hi-tech products and special guests as VIP, webstars and social influencers we offered them the only home that can compete with their own.

The Ford Social Home was a “temporary home” in the heart of Milan, dedicated to the MasterChef Italia live tweeting, opened for nine weeks during the TV on-air and conceived to build a strong relationship with our audience, like the first Twittdoorphone, a unique piece made in collaboration with Twitter that automatically posted your GIF on Twitter when you rang the bell and even a Social Fridge, that opened only with the help of your smartphone.

#FordSocialHome from 12.01.17 to 09.03.17

FACEBOOK

potential reach: 256.1 M

video views: 3.3M

INSTAGRAM

engagement: 100 K

Stories views: 105 K

YOUTUBE

video views: 1.6 M

TWITTER

reach: 7.5 M

conversations: 40 K

potential impressions: 578.8 M

Periscope live video views: 180 K

2 times top global Twitter trend

9 times 1st Italy Twitter trend