To commemorate October 21, 2015, the date Marty McFly travelled to in Back to the Future II, we added an option to purchase a Flux Capacitor on Ford's Fiesta and Focus build and price pages. Knowing that a lot of brands would be jumping on this Internet “holiday,” and dumping massive amounts of media money into their work, we decided to take the quiet, easter-egg approach. We played it straight with a dry product video and images of this outrageous new offering on Ford.com. And it worked. The press ran with it, and our weird new feature got substantial coverage on Jalopnik, Mashable, CNet, Wired, Business Insider, and all kinds of fluffy morning news shows.