Mach Drops
Award: Shortlist
Shortlist / E-Commerce / Use of Social Networks / 2021
How do you drive orders of the electric Mustang Mach-E First Edition with almost no budget? With Mach Drops, BBDO New York released them the way hype culture drops sneakers. Drift legend Vaughn Gittin Jr. sent fans to Uncrate for the first drop, making Mach-E the first car to be sold on the site. Celebrity Idris Elba dropped the next cache, unannounced, on Instagram. The final drop was timed with the release of Matthew Dear’s track New Breed, producing a Spotify track that let fans order from the song – another first. Mach Drop achieved a 44% conversion rate, earning $200 for every $1 spent.