The latest microsite I’ve been working on is for the new Ford Ka. This is another huge campaign targeting younger (prospective) small car buyers across all the usual channels; TV, print, email, mobile and (most importantly) web and social media.

The campaign is all about discovery – it’s called Go Find It – and the online activity reflects that. There are two sections to the microsite; product – exploring content to do with the Ka – and campaign – discovering cool and interesting things to see and do. Both sections are presented as a map you can explore, with Google Map style functionality; the product section is an imaginary town whereas the campaign section is a map of Europe.

In the product section you can explore the car and it’s features as well as find other cool content like wallpapers, there’s also lots of gems to find – can you see the lightsaber battle or Big Daddy? But it’s the campaign section where it really gets exciting.

The Find It portal

The campaign site lets users explore what’s cool and happening in their area, from street art to music, marked by ‘pins’ on the map. As well as finding content users can contribute it too. The site is powered by the Socialight platform – a location based content network – and in partnership with Multimap. There’s also functionality to search, bookmark and share all of this content too!

The site is active in 22 European countries although the user content is only available in 6. It was also extremely complicated to localise and deploy, there were 3 phases with various permutations across the different local sites.

Have a look at the site and explore (hey, you may even like the new Ka).