Truck Ads on TikTok? Inside Ford Maverick’s Hot AR TikTok Campaign

How the auto brand’s first foray onto the platform generated over 10 billion views

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This past summer, the Ford Maverick went places where few trucks have gone before: a tray of crudites, an apartment roof, a laundry room counter. It even found itself as the object of desire for an eager Yorkie.

The secret sauce? Augmented reality and TikTok, which helped a new Ford pickup truck defy the laws of physics and enter social media virality.

Ford, too, was out of its element with the campaign, which let TikTok users shrink and expand an augmented reality version of the Maverick truck to add a sticker to their videos.



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