Why we’re going Mad for ‘Mod Max’
Unless you’ve been living under a rock for the last few weeks, you’ll have noticed that the awesome Mad Mad: Fury Road has been smashing box offices and winning over movie critics all over the world.
As you may have read in Campaign Brief or AdNews, at We Are Social, we were lucky enough to be a little closer to the fast-paced action than most, working with our client Roadshow Films and the boys from the world’s most viewed independent automotive series Mighty Car Mods (MCM), to ignite even more passion around the movie.
Targeting an audience of automotive fans, we tapped into their opinionated social behaviour as we brought the post-apocalyptic world of Mad Max: Fury Road into popular culture, with an epic, interactive car build with the MCM crew.
The campaign was created around a four-part socially led ‘Mod Max’ feature-length video series, 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 video series documents the MCM boys on a mission to create a Mad Max inspired ride fit for the post apocalyptic world – and it’s received more than 2.5 million views to date.
From the outset, the concept was socially-led. 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. According to Moog, one of the Mighty Car Mods duo:
The Mod Max build has been one of the 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 incredible.
Rob Moore, Deputy Marketing Director of Roadshow Films highlighted the authenticity of the content, stating that: “next to George Miller – nothing says automotive mayhem like Mighty Car Mods”.
The team had a blast working on this and we’re delighted that it’s been so well received, not just in Australia but around the world, too.