Explorer Live
Reinventing the vehicle reveal
Project particulars
- CLIENT
- Ford Motor Company
- YEAR
- 2010
- ROLE
- Digital Creative LeadArt DirectionExperience DesignWebsite DesignInteractive DesignSocial Content
- SERVICES
- Creative Direction / Digital / Social / Launch Campaign
The brief / The approach
To launch the completely redesigned 2011 Ford Explorer, Ford replaced the traditional auto-show reveal with an industry-first live vehicle introduction on Facebook. Explorer Live connected the reveal across Facebook, YouTube, Twitter, and Ford.com—turning a single announcement into a real-time, participatory product experience.
Digital Creative Lead / Social Launch / Ford Explorer
A ground-up redesign deserved a ground-up reinvention of the launch.
The all-new 2011 Ford Explorer was rebuilt from the ground up, so we challenged the expected auto-show playbook and introduced it directly to the public. Explorer Live became the automotive industry’s first live vehicle reveal on Facebook, supported by YouTube, Twitter, Ford.com, live chats, video, photography, and real-time answers from the people behind the vehicle.
I helped lead the digital experience that turned launch day into an ongoing conversation—connecting social participation, product education, editorial content, and interactive tools across every touchpoint. The campaign reached more than 100 million people through social channels, generated roughly 400 million web impressions, became the number-one trending topic on Twitter, and drove more than 500,000 visits to the Explorer site against a previous daily average of 7,000.
