Go Faster
A ground-breaking, multi-dimensional approach to getting the public to fall in love with the brand
Ford needed to find a better way of making meaningful connections with its target audience.
Personalising the experience for each visitor was paramount, enabling Ford to offer a paid-for and sold-out once in lifetime experience, with visitors being able to take away memories that they could keep, and share.
““This was a unique opportunity to not only perform stunts in one of the mostly highly-rated hot hatches, but to also see yourself and your stunt driving skills appear in a full length movie trailer. It gave participants an unforgettable day out as well as the ultimate brag-worthy content to share with friends.””
Value for the audience
Visitors learnt stunts, while cameras installed inside and outside the car, shot scenes on a real-life film set. XPKit was used to create thousands of personalised souvenirs, by automatically blending photos and videos into their very own Hollywood-quality movie trailer and poster, as the getaway driver, Wheels.
Value for the brand
Reaching out to the public, Ford forged a new relationship with a whole new audience. Every touchpoint throughout the experience was carefully designed to create a strong, emotional connection between the customer and the brand.
Value for the Agency
The ability to utilise the standardised set of powerful tools offered by XPKit to bring the creative vision to life, reduced development time, risk, and made it easily scalable, and repeatable across multiple locations, including London, Paris, and Madrid. It also ensured that the overall technical architecture design would meet Ford’s strict information security requirements.
Most importantly, XPKit ensured that this ambitious and groundbreaking concept could be implemented within the clients budget requirements, without scaling back the creative ambition or scope of the final experience.
Results
2.4b media impressions
83m reach through UGC
100% Sell-out
60% under 35
92% of attendees had increased brand favourability
Awards
Drum Experience Award - Innovative Activation/Event of the Year
Campaign Experience Awards - Best Digital Experience & Highly Commended for Creative Event of the year
A Visceral and Personal Driving Experience
How XPKit was used to create the connected experience
Ford wanted to become a brand that was well-loved, and with 92% of attendees leaving with increased brand favourability, the experience achieved this.
YOU ARE THE STAR
XPKit created a movie poster, and film shots using pre-defined templates to staged key moments from the “film”, where the visitor becomes the star of the show.
XPKit shared the personalised content with the visitors, so they could capture their unique memories, and share on their social media channels.
ON THE FILM SET
When visitors arrived, they registered and joined the “Film Director” on set as key member of the cast, with a lanyard that enabled them to register at each point.
XPKit kept track of who was doing what, and when, so the content could be personalised every step of the way, and so Ford could track how visitors engaged with the experience in real time.
THE STUNT DRIVING EXPERIENCE
No heist movie is complete without a legendary getaway sequence! By recording the driver inside and outside the car while they performed real life stunts, XPKit inserted the visitor’s film shots directly into a pre-filmed Hollywood-quality movie trailer. XPKit then sent the personalised movie trailer to the visitor, for them to keep and share.
The reach and depth of the content created from the experience was measured using XPKit’s social media integrations.
XPKit made it possible to create a highly immersive storytelling driving experience.
It also enabled the experience to be scaled back at car shows with a rig and green screen, using XPKit to personalise and track the success of the experience in every location that it was deployed.
“Using XPKit as the digital backbone, and the ability to personalise the experience for every visitor, enabled us to deliver on, and measure, the core performance metric brought to life by our ambitious creative vision - to truly develop a deeper connection between visitors and the Ford brand.”