Problem How does a car company effectively promote an in-car enter- tainment system to a tech-savvy demographic? Solution Create opportunities for potential consumers to interact with the product to build awareness and understanding. Background Ford had just launched SYNC, a fully integrated, voice-acti- vated in-car communication and entertainment system for the mobile phone. The product was targeted a notoriously elusive and media-savvy group, first-time car buyers. Objective Ford’s communication objectives were to differentiate SYNC in a highly competitive category, drive awareness among younger first time car buyers and communicate the product’s benefits in a nontraditional, relevant way. Along with the appeal of new technology, music was identified as a key touch point for this

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