Mad Max & The Mighty Car Mods
Campaign Brief recently published this article about our work with Roadshow Films and Mighty Car Mods for the release of Mad Max: Fury Road. They’ve been kind enough to let us reproduce it in full below.
We Are Social and Roadshow Films have partnered with the boys from Mighty Car Mods (MCM), the world’s most viewed independent automotive series, to create a four-part socially led ‘Mod Max’ feature-length video series to celebrate the release of ‘Mad Max: Fury Road’.
Designed to bring the world of Mad Max into that of young Aussies blokes (many of whom had never seen a Mad Max film) and make Mad Max relevant to their lives, the series has received a strong reception, garnering more than 2.2 million views.
The video series documents the MCM boys on a mission to create a Mad Max inspired ride fit for the post apocalyptic world beginning with a rather unconventional base car. From the outset, the concept was ‘social by design’. Crowdsourcing design suggestions for the car from the audience, ‘Mod Max’ encouraged fans to participate in the process, creating a truly interactive experience. As the project evolved, tens of thousands of fans and influencers submitted their design ideas, created and shared content based on the fusion of Mad Max Fury Road and the Mod Max experience, and became part of the transformation process. All without any paid media support.
Says Colin Fairley, senior account director, We Are Social: “We knew that our audience were strong automotive fans and by tapping into their opinionated social behaviour we were able bring the post apocalyptic world of Mad Max: Fury Road into popular culture via an epic interactive car build with the
Says Moog of Mighty Car Mods: “The Mod Max build has been one of the most successful series we’ve ever done. We’ve had hundreds of thousands of people from all over the world hanging out each week for the next instalment, adding comments, making memes and sharing the videos. The whole thing has been
Says Rob Moore, deputy marketing director of Roadshow Films: “We are very excited to work with We Are Social on this project because we place enormous value on the importance of authenticity and – next to George Miller – nothing says automotive mayhem like Mighty Car Mods.”
We Are Social:
Creative Director: Oz Dean
Strategy Director: Luke Ryan
Senior Account Director: Colin Fairley
Account Manager: Tom Neal
Senior Research and Insights analyst: Dhanuj Selvaraj Designer: Ray Phan
Deputy Director of Marketing: Rob Moore