France is known to be much stricter in terms of regulations around Branded Entertainment compared to other countries in Europe and around the world. French TV channels don’t allow brands to promote brands outside of advertising slots. The internet, however, is a much freer place to spread content, and is definitely a more attractive way to connect with our consumers in an engaging way.

A regular street parking spot in Paris was turned into a giant Pinball complete with light and sound effects. Five hidden cameras filmed people trying to park in the free spot between two cars, activating the Pinball scoreboard every time their bumpers were hit.

The worst driver was awarded a Ford equipped with Active Park Assist, enabling him to park effortlessly in the same spot.In France, the video was shared with key bloggers before going live on YouTube. We officially launched on Ford of Europe’s Facebook page, and then shared the video with 22 European Ford markets to use on their local FB pages. Local activation plans relied on engaging bloggers and influencers. Influence marketing, and paid media across Facebook and YouTube also drew in the audiences.

To reactivate interest in the campaign 3 weeks later we launched the Pinball Park online game on the Ford France Facebook page.

Pinball Park was greeted enthusiastically by the blogging community, especially the technology-savvy younger audience who until now didn’t even have Ford on their radar.So far:• 2m views on YouTube• 250 PR impressions• 20,000 shares and positive tweets• 20+% increase of fans on Facebook