Five mobile and attention grabbing Ford Sync branded Segways travelled between Washington Square Park, The Puck Buildin and Union Square – high pedestrian traffic areas with a large convergence of university students, distributing Sync brochures, postcards and highlighting the SMS competition to win festival tickets. There were also SMS sweepstakes offering a free lease of a “Sync-ed” Ford car.

Alongside this, four Adwalkers (interactive wearable media solutions) equipped with Ford Sync branded on-screen promotional images, text, video and audio as well as data capture abilities were deployed in areas around the Bowery Ballroom and high pedestrian traffic areas.

At the venue, the Ballroom was turned into the “Blue Room”, the Ford Sync brand prominently displayed throughout the room via gobos, projection, plasma screens, branded carpeting, bar coasters and napkins. Patrons were prompted to activate their Bluetooth devices so exclusive CMJ/Ford branded content could be distributed.

The Sync branded Segways were viewed by an estimated 48,000 people, and distributed 7,500 Sync brochures and 8,000 Sync postcards.

During the event, Adwalkers generated 33,750 impressions and engaged 2,500 consumers. Throughout the CMJ, 2,875 festival-goers passed through the “Blue Room.” 24% downloaded Ford branded content.