AMAZING ARTISTS. FREE CONCERTS. SECRET LOCATIONS.

This innovative campaign featured a series of surprise concerts designed to promote the launch of the 2006 Ford Fusion. The concerts were performed by 10 emerging music artists in secret locations around the United States.

The campaign was inspired by the underground "flash mob" phenomenon, where large groups of people are instructed via e-mails or text messages to gather at secret locations just before an event takes place.

The website allowed users to sign up for concert flash alerts and offered exclusive content, including video clips, music downloads, a tour blog, and more.

The site won the Horizon Interactive Awards Silver Award for Entertainment Website in 2006.

Agency: Studiocom