To launch the new, 2011, Ford Explorer, we decided to rely entirely on Facebook.  No print.  No television.  We didn't even reveal the model at a single show.

What we did was uncover consumers' most-asked questions about the new vehicle and we answered them with fully-produced videos that appeared on the Explorer's Facebook page.  127 videos in all.

The launch was a smash hit, creating the largest waiting list for a vehicle in Ford's history.  The New York Times profiled the campaign and it instantly became a Yale case study.  Not to mention, we shot stuff with folks like Bret Michaels, Snoop Dog, Funkmaster Flex and two guys who hold the Youtube record for hits on their cat videos.