How do you drive orders of the Mustang Mach-E First Edition with almost no budget—and during a pandemic when test drives weren’t an option? By releasing it the way hype culture drops sneakers. Mach Drop turned car reservations into a series of exclusive, unannounced drops.

Drift legend Vaughn Gittin Jr. sent fans to Uncrate for the first release, making Mach-E the first vehicle ever sold on the site. Next, Idris Elba surprised fans with an unannounced Instagram drop. The final release synced with Matthew Dear’s track New Breed, letting fans order directly through a Spotify song—another first.

The approach paid off: Mach Drop achieved a 44% conversion rate, earning $200 for every $1 spent.