In 2010, Paul Miller Ford created the first Coach Cal Signature Edition Mustang. Five years later, they wanted to do it again—but bigger, bolder, and with the help of the Big Blue Nation.
Create an experience that would span the 2014 – 2015 basketball season and give consumers a personal connection with the dealership.
What We Did
Team Zipie developed a two-phase contest that involved a full-scale strategic marketing plan. This wasn’t just any contest—we organized online and offline activations, created a customized website, built up buzz on social media, promoted the contest online, produced four videos, designed and printed signage and other collateral, handled all the event marketing, brought in an NBA rookie, and received nationwide attention.
Phase 1: With a $2,000 prize on the line, graphic designers across the country submitted wrap designs for a 2015 Ford Mustang GT on CoachCalMustang.com. Hundreds of entries and six weeks later, Coach Calipari personally selected his favorite design.
Phase 2: Big Blue Nation took to CoachCalMustang.com to choose the custom package for the Mustang. Fans voted on the accessories package and entered to win the grand prize: two tickets to the NCAA tournament in Nashville and the chance to drive Coach Cal’s Mustang during the tournament.
In February, the winner—UK student and luckiest human alive, Tim Maggard—was announced by former Wildcat and current LA Laker, Julius Randle. One month later, Coach Cal unveiled the completed, totally customized Mustang, and Tim enjoyed an unforgettable experience showing it off at the tournament in April.
The Undeniable Results
152,675 impressions. 1,384 website clicks. 1,255 Facebook likes. 1,163 video views. Hundreds of entries. Two lucky winners. One awesome Mustang. One excited, engaged Big Blue Nation.