Tweddle Goup Woldwide Logo | Tweddle Group

Mustang Owner Information App
and Owner’s Kit Package

Case Study

PROJECT OVERVIEW:

IT'S YOUR BIRTHDAY

To commemorate the Mustang’s 50th Anniversary, Ford Motor Company and Tweddle Group created a dynamic, ongoing mobile experience designed to satisfy owners and fans of the iconic car. The Mustang 50th Anniversary Owner’s App featured Augmented Reality, a wide range of unique features and exclusive content for select vehicle owners. Along with the app, Tweddle Group created a deluxe 50th Anniversary Owner’s Kit and a press kit to promote the initial roll-out.

Tweddle Goup Ford Mustang Argumented Reality App | Tweddle Group

CHALLENGE:OLD SCHOOL MEETS NEXT LEVEL

The Mustang’s half-century celebration posed an aesthetic challenge for Tweddle and Ford. Namely, how to appropriately mark that milestone for an American icon and simultaneously re-frame the Mustang as a 21st century brand? Its birthday notwithstanding, the 2015 Mustang was designed to be a contemporary sports car aimed at a younger market. It had to be presented as such—without alienating the entrenched buyer base that made the car a legend in the first place. These materials needed to have a carefully-calibrated dual appeal—and serve the expected purposes of well-crafted Owner's Information.

SOLUTION:ONE APP (AND KIT) TO RULE THEM ALL

Ford and Tweddle created a suite of products including a mobile app, Quick Reference Guide (QRG) and press kit. The mobile app features special Owner's Information, an Augmented Reality feature that was the first of its kind on the US market and a racing track locator. The whole package is visually cohesive. Tonally, each piece balances classic appeal with cutting-edge style.

The QRG layout is energetic, the look is specifically 21st century and the people represented are members of Ford’s younger target market. But the QRG is laden with subtle cues and visual references to Mustang heritage. The gatefold cover splits into 50 individual design panes or “mirrors”—one for every year of the anniversary—in a nod to the theme of “looking back.” Images throughout suggest classic American car culture but there’s no sense of nostalgia or retromania. Longtime Mustang fans will find sly Easter eggs, subtle cues and visual connections to the Mustang’s history. The color palette employs the 1964 model’s three finish options and page layouts callback to the original.

PROCESS: THE STRING

Tweddle Goup Content Development Icon | Tweddle Group

Tweddle’s Content Development team authored the project’s technical content. In line with their standard approach, dense technical material was boiled down to a practical level of general vehicle operation, with an eye toward features the owner might not know about. In other words, “this is what your car does, and these are features you might not know it has.”

Tweddle Goup Creative Services Icon | Tweddle Group

Creative Services conceived and created every facet of the app and kit, from design and photography to layout, binding and paper selection. A Tweddle audio engineer even recorded the Mustang on a track to create a selection of ringtones.

Tweddle Goup Fullfilment Services Icon | Tweddle Group

Fulfillment Services printed, distributed and quality checked the entire output. Tweddle coordinated the global effort of the portfolio’s design and manufacture.

DELIVERABLES:

PEDAL TO THE METAL

The mobile app and accompanying kit
pay fitting tribute to the car that defined a
decade and set a new course in American
automotive style.

The Mustang 50th Anniversary Owner’s App

The project’s centerpiece was a singular piece of its own. Ford and Tweddle combine fresh technology, practical value and wow factor to make the app as useful and entertaining as possible. Tweddle handled the app’s construction, from the extensive User Guide content to the AR component and the server hosting of the app itself.

  • Tweddle Goup Ford Mustang Augmented Reality App | Tweddle Group

    Owner's Information

    The app’s heart is its QRG-level Owner's Information. Tweddle authors this content to demystify the general operation of the vehicle. QRG-level instruction focuses on what the vehicle does and how the owner operates the vehicle. Also, light is shed on specific features the owner might not know they had—SYNC, for example, which occupies five pages of the QRG. This is practical, top-level information and owners are consistently directed to their full manuals for more in-depth explanation.

  • Tweddle Goup Ford Mustang Augmented Reality App | Tweddle Group

    Augmented Reality

    The use of Augmented Reality here serves as a case-in-point for practical need driving technology. Owner's Information is typically feature-centric. That is, the owner searches for feature information by name. This does not address owners who want to know what different parts of their car can do—without actually interacting with the controls themselves. The AR feature uses the owner’s phone camera to scan the control panel. The app analyzes the scan, then responds with Owner’s Information about the feature or control in question. The feature turns search on its head and boasts great utility for drivers. The Mustang app was first-to-market with this use of AR.

  • Tweddle Goup Ford Mustang Augmented Reality App | Tweddle Group

    Track Locator

    This extremely popular feature helps drivers find places to see what their Mustangs can do, and do so legally.

  • Tweddle Goup Ford Mustang Augmented Reality App | Tweddle Group

    Limited Edition Mobile Content

    Buyers of the 50th Anniversary Mustang received access codes to unlock exclusive content within the app, including ringtones, wallpapers and a 300-question Mustang trivia game.

  • Tweddle Goup Ford Mustang Augmented Reality App | Tweddle Group

    Dynamic Structure

    The app initially hosted the 50th Anniversary model and the 2015 base model. A flexible architecture allows the seamless integration of more models and features. Annual updates keep the app fresh and relevant. In 2016 the GT350 and 2016 base models were added to the app.

  • Tweddle Goup Ford Mustang Augmented Reality App | Tweddle Group

    Mustang Mobile App Tips Card

    An attractive, oversized tips card provided a quick overview of the app’s features and use.

The Mustang 2015 Quick Reference Guide

The original product request was a compact, high-quality QRG, beautifully designed and photographed.

  • Tweddle Goup Ford Mustang Quick Reference Guide | Tweddle Group
  • Tweddle Goup Ford Mustang Quick Reference Guide | Tweddle Group
  • Tweddle Goup Ford Mustang Quick Reference Guide | Tweddle Group
  • Tweddle Goup Ford Mustang Quick Reference Guide | Tweddle Group
  • Tweddle Goup Ford Mustang Quick Reference Guide | Tweddle Group
  • Tweddle Goup Ford Mustang Quick Reference Guide | Tweddle Group
  • Tweddle Goup Ford Mustang Quick Reference Guide | Tweddle Group

Limited Edition Deluxe Printing

The first 1,964 50th Anniversary Mustangs sold came with a Limited Edition of the QRG. This deluxe version features a gatefold cover, upgraded paper and special finishing specs. A 6-color printing process highlights specific details with metallic silver ink and spot varnishing.

50th Anniversary Press Kit

Ford staged a press event for the rollout of these products. Tweddle created an accompanying press kit.

  • Tweddle Goup Ford Mustang Press Release Kit | Tweddle Group

    Mustang Pony Express Card Game

    The “Pony Express Card Game” encouraged journalists to download and use the app. Mustang ponies were scattered throughout the app. Users were challenged to hunt and determine how many there were. Answers were submitted on these cards. Those with correct answers were entered into a sweepstakes drawing.

  • Tweddle Goup Ford Mustang Press Release Kit | Tweddle Group

    Cross-Folded Tips Card

    A special cross-folded edition of the standard tips card, bound by a red Mustang band.

  • Tweddle Goup Ford Mustang Press Release Kit | Tweddle Group

    Cross-Folded Tips Card

    A special cross-folded edition of the standard tips card, bound by a red Mustang band.

  • Tweddle Goup Ford Mustang Press Release Kit | Tweddle Group

    Cross-Folded Tips Card

    A special cross-folded edition of the standard tips card, bound by a red Mustang band.

Mustang Owner's Information App and Owner's Kit Package
CASE STUDY

PROJECT OVERVIEW:
IT'S YOUR BIRTHDAY

For the Mustang 50th Anniversary, Ford and Tweddle created a new mobile app, deluxe Owner's Kit and a press kit to promote the roll-out.

CHALLENGE:
OLD SCHOOL MEETS NEXT LEVEL

How do you celebrate an American icon and simultaneously redefine it as a 21st century brand?

SOLUTION:
ONE APP (AND KIT) TO RULE THEM ALL

Ford and Tweddle created a package that balances classic appeal with cutting-edge style.

PROCESS: THE STRING

Tweddle Content Development authored the technical content and Creative Services designed each piece, while Fulfillment Services printed, distributed and quality checked the entire output..

DELIVERABLES:
PEDAL TO THE METAL

The final package pays fitting tribute to the car that set a new course in automotive style:

The Mustang 50th Anniversary
Owner's App

The Mustang
2015 Quick Reference Guide

50th Anniversary Press Kit