"We go further so you can go further.”

That’s the Ford brand promise. And the Ford Go Further Stories bring to life how Ford owners, dealers, and employees go further every day to make the world a better place.

The stories range from a legendary surfer helping kids with autism to a rabbi who uses martial arts to empower kids with cancer to a reverend starting up a business that makes flip flops out of illegally dumped tires. These are everyday heroes who give something back to their communities because they think it’s the right thing to do.

To date, the Go Further videos have over 13 million views.

How do you top that? You go even further. With a perfectly-timed media integration.

Ford took advantage of one of the biggest social media nights of the year: the online buzz surrounding the 2015 Academy Awards broadcast. Ford’s big stage was Twitter, where in immediate response to each Oscar handed out, Ford presented Go Further awards to the everyday heroes.

Countering Hollywood’s night of glitz, glamour and self-congratulation, Ford stood out as the only brand celebrating the achievements of people doing something human and real.

The Twitter audience went wild. By favoriting, re-tweeting, and personally congratulating the heroes.

Ford served over 8 million impressions during Oscars broadcast.

Mashable was impressed and named Ford the number one branded social media integration.

On that night, Ford changed the conversation from what people are wearing – to what people are doing.

The Go Further Awards were executed over the course of Oscar’s Weekend. Beginning on Friday night, we sent out teaser tweets inviting the Twittersphere to “tune-in” by following @Ford during the Oscar’s broadcast where we would be honoring our Everyday Heroes.

Then, during the actual broadcast we had a perfectly timed media integration. With every Oscar that was awarded, we gave one of our heroes an award based off the actual Oscar category. At the very moment when the Academy awarded “Best Director,” we awarded our “Best Director of a Non-Profit,” When “Best Picture” was awarded, we awarded “Best Picture of Hope.”

And when the Academy gave “Best Female in a Supporting Role,” we gave the same award, but with an entirely different meaning. And so it continued: Their awards matched by our awards with every category represented from Best Lighting to Best Hair and Makeup.

After The Academy Awards broadcast Mashable named The Go Further Awards the #1 Branded Social Media integration of the night. To date, these Everyday Hero stories have generated over 8 million impressions and over 13 million video views, changing the perception of Ford by causing 1.4 million consumers to think more favorably of the brand, four times our original goal.

Additionally, we have increased the association between Ford and our brand promise of Go Further by 165%, three times our goal. And more than doubled our 3% goal of influencing consumers to actively seek out additional Ford content with a 7% rate of influence.