We heard about this from our friend Violette Verite at the We Are Social agency. She told of the new Ford Ka campaign targetting the 20-somethings, called "Find It" that runs in several European countries.
The campaign has created among other things, a virtual Ford Ka that can be seen using a cameraphone (in a given location where the Ka exists virtually, when the cameraphone is pointed into a blank space of say London or Berlin, the phone screen displays the car. Its like a magic window (and we like all ideas that use technology to make consumers feel like they experience magic, ha-ha).
Pretty clever stuff, and the whole campaign runs on the "Find It" theme. They also have lots of other areas of discovery in the campaign on the websitea and in the real world, which very cleverly merges elements from the real world, the virtual world, the online world and the mobile phone. The website is GoFindIt.net. Thanks Violette for bringing this to our attention.
PS - Update 17 April: Have done a more thorough blog posting about this. This is a VERY BIG idea, and its been buzzing around my head for more than a day now.. Read the updated blog at From James Bond's Invisible Aston Martin to the visible non-car in Ford's Ka Find It campaign.