A promotional offer connected to the digital release of the film "Ford v Ferrari" provides consumers with an opportunity to obtain a digital vehicle for the video game Forza Horizon 4. The promotion is specifically tied to the purchase of the film "Ford v Ferrari" through the Microsoft Movies & TV platform. Consumers who purchase the film during the specified promotional window will receive the 1968 Ford Mustang 2+2 Fastback Coupe as a digital item within the game.
The offer was active between January 28, 2020, and February 10, 2020. To qualify, consumers were required to purchase the film via the Microsoft Store within this timeframe. Upon completing the purchase, the digital vehicle was granted as a freebie. It is important to note that the vehicle provided is a digital asset, not a physical automobile. While the movie purchase is priced at $19.99, the Mustang Fastback is available for individual purchase within the game ecosystem for $2.69. The promotional offer essentially bundles the paid movie with the digital car, which would otherwise be a separate paid downloadable content (DLC) item.
The specific vehicle offered is the 1968 Ford Mustang 2+2 Fastback Coupe. This vehicle holds historical significance in automotive culture. It is widely recognized as the "Bullitt" Mustang, famously driven by Steve McQueen in the 1968 film "Bullitt." A physical version of this specific hero car sold for $3.74 million at a Mecum Auction in Kissimmee, Florida, making it the most valuable Mustang ever sold at auction.
In the context of the video game Forza Horizon 4, the 1968 Ford Mustang 2+2 Fastback Coupe features a 6.4-liter naturally-aspirated V8 engine producing over 300 horsepower directed to the rear wheels. Players have the ability to customize the vehicle, including recreating the visual appearance of the "Bullitt" Mustang. The vehicle was originally introduced to the game as part of the Car Pass in February of the previous year.
While the film "Ford v Ferrari" centers on the rivalry between Ford and Ferrari at the 1966 Le Mans, specifically involving the Ford GT40, the promotional offer utilizes the Mustang rather than the GT40. Some observers noted that the GT40 Prototype, which played a significant role in the film, would have been a more appropriate choice for a promotional giveaway, particularly as it would have been new content for the game at the time.
The film "Ford v Ferrari" depicts the true story of Carroll Shelby and Ken Miles, portrayed by Matt Damon and Christian Bale, respectively. The narrative follows their efforts to build the Ford GT40 to compete against Ferrari at Le Mans. The film was directed by James Mangold and released in November 2019. The promotional offer coincided with the digital release of the movie.
The Film and Automotive Culture
"Ford v Ferrari" (titled "Le Mans '66" in some regions) is a sports drama based on real events. The story focuses on the efforts of American automotive designer Carroll Shelby and British race car driver Ken Miles to build a vehicle capable of defeating Ferrari at the 24 Hours of Le Mans in 1966. The film highlights the technical challenges of endurance racing and the personal sacrifices made by the individuals involved.
Endurance racing is a motorsport discipline where the winner is the car that completes the most distance within a designated time limit. Races typically last at least six hours, with famous events like the 24 Hours of Le Mans and the 12 Hours of Sebring requiring multiple drivers per team to share the driving duties. The film depicts the specific controversy of the 1966 Le Mans finish, where Ford finished 1-2-3. To create a publicity photo, the team arranged for the cars to cross the finish line in formation. However, due to the starting positions of the cars, the car that crossed the line second was credited with having traveled a greater total distance, resulting in Ken Miles, who led across the line, being classified in second place. (Rules regarding this scenario have since been updated to declare the leading car at the end of the time as the winner).
The film resonated with car enthusiasts, who appreciated the depiction of the mechanical and stylistic aspects of the vehicles. The promotion of the film through the giveaway of a classic Ford Mustang taps into this enthusiasm for American pony cars. The Mustang is described as a "lifestyle choice" and a "work of art" by enthusiasts, representing a blend of style and function.
Digital Promotions and Consumer Offers
The "Ford v Ferrari" promotion is an example of a cross-media marketing strategy where a digital movie purchase is linked to a digital good in a video game. This type of offer is distinct from traditional free sample programs for physical goods such as beauty products, baby care items, pet food, or household goods. However, it falls under the broader category of promotional offers and brand freebies.
In the context of consumer marketing, offers typically fall into several categories: * Free Samples: Small quantities of a product provided to consumers to try before purchasing. These are common in beauty, health, and food categories. * No-Cost Product Trials: Limited-time access to a service or product, often requiring a credit card but charging nothing if canceled within the trial period. * Mail-in Sample Programs: Programs where consumers request a sample via a form and receive it by mail. * Digital Freebies: Promotional items such as software, digital content, or in-game items given away with a purchase or as a standalone incentive.
The "Ford v Ferrari" offer falls into the digital freebies category. It incentivizes the purchase of a digital movie by adding value in the form of a digital gaming asset. This strategy leverages the popularity of both the film and the video game to drive sales.
Comparison with Traditional Consumer Offers
Unlike a mail-in sample program for pet food or a free trial of a household cleaning product, the "Ford v Ferrari" offer requires a monetary transaction to unlock the "free" item. The consumer pays $19.99 for the movie and receives the digital car as a bonus. In contrast, traditional free samples are typically provided at no cost, requiring only the consumer to cover shipping fees or complete a form.
For consumers seeking freebies in categories like beauty or baby care, the process usually involves: 1. Locating a verified offer on a brand's official website or a reputable deal aggregation site. 2. Filling out a sign-up form with personal details (often including address and demographic information). 3. Receiving the physical sample by mail, which can take several weeks.
The "Ford v Ferrari" digital offer is instantaneous upon purchase verification. It does not require shipping or handling fees, nor does it involve the physical distribution of goods. It is a transactional digital reward rather than a non-transactional free sample.
Brand Strategy and the "Bullitt" Mustang
Ford's association with the "Bullitt" Mustang through this promotion reinforces the brand's heritage. The 1968 Mustang GT 2+2 Fastback is an iconic vehicle that holds significant cultural value. By offering this specific model, Ford leverages nostalgia and the enduring popularity of the "Bullitt" film.
The choice of the Mustang over the GT40 for the promotion may have been driven by the Mustang's broader appeal to the general consumer base. While the GT40 is the central car in the "Ford v Ferrari" narrative, the Mustang is a mass-market pony car familiar to a wider audience. The Mustang featured in the promotion is the same model that sold for a record $3.74 million, highlighting the vehicle's status as a valuable collector's item and a piece of automotive history.
The Role of Digital Content in Marketing
The use of digital content as a promotional tool is increasingly common. Video games like Forza Horizon 4 have large user bases, and offering exclusive in-game items can drive engagement and sales. In this case, Microsoft and Ford utilized the gaming platform to promote the movie release.
The offer was structured as follows: * Product: "Ford v Ferrari" digital movie. * Platform: Microsoft Movies & TV / Microsoft Store. * Incentive: 1968 Ford Mustang 2+2 Fastback in Forza Horizon 4. * Availability: January 28, 2020 – February 10, 2020.
This type of partnership allows brands to reach consumers across different entertainment mediums. It also provides a measurable return on investment, as the number of digital cars distributed correlates directly to the number of movie purchases.
Understanding the 1968 Ford Mustang 2+2 Fastback
The vehicle provided in the promotion is a digital recreation of a specific real-world car. The real-world car is a 1968 Ford Mustang GT 2+2 Fastback, famously known as the "Bullitt" Mustang.
Technical Specifications (Real World): * Engine: 6.4-liter (390 cubic inch) naturally-aspirated V8. * Horsepower: Over 300 hp. * Drivetrain: Rear-wheel drive.
Significance: * Film History: Star vehicle in the 1968 film "Bullitt," featuring one of the most famous car chases in cinema history. * Auction Value: The specific hero car used in "Bullitt" sold for $3.74 million in 2020, setting a record for a Mustang.
In-Game Features (Forza Horizon 4): * Performance: The digital version mirrors the real-world specifications, offering over 300 horsepower. * Customization: Players can modify the vehicle's appearance to resemble the "Bullitt" livery.
The inclusion of this specific vehicle in the promotion serves as a bridge between the film's historical context and the gaming experience. It allows players to virtually own and drive a piece of automotive history.
Eligibility and Redemption Process
Based on the source material, the eligibility criteria for the "Ford v Ferrari" promotional offer were straightforward:
- Purchase Requirement: Consumers must purchase the movie "Ford v Ferrari" digitally.
- Platform: The purchase must be made through the Microsoft Store or Microsoft Movies & TV platform.
- Timeframe: The purchase must occur between January 28, 2020, and February 10, 2020.
- Game Ownership: While not explicitly stated in all sources, receiving the digital car implies that the consumer must own a copy of Forza Horizon 4 to redeem the item.
There were no complex sign-up forms or mail-in requirements. The offer was automated: once the transaction was verified, the digital item was credited to the user's account.
Potential Limitations and Consumer Considerations
While the offer provided a digital car, consumers should be aware of the distinction between the cost of the movie and the value of the car. The movie costs $19.99, whereas the car can be bought separately for $2.69. Therefore, the "free" car is effectively a discount on the movie purchase rather than a standalone freebie for those who already own the movie or have no interest in seeing it.
Additionally, the offer had a strict expiration date. Consumers who missed the February 10, 2020, deadline could not redeem the car, even if they purchased the movie later.
Conclusion
The "Ford v Ferrari" promotional offer was a limited-time digital giveaway that rewarded consumers who purchased the film "Ford v Ferrari" on the Microsoft platform with a digital 1968 Ford Mustang 2+2 Fastback for Forza Horizon 4. The offer was available from January 28 to February 10, 2020. The vehicle provided is a digital representation of the iconic "Bullitt" Mustang, a car of significant historical and monetary value in the real world. While distinct from traditional physical product samples, this promotion exemplifies how brands utilize digital assets and cross-media partnerships to incentivize consumer purchases and engage with enthusiasts of automotive culture and entertainment.