At the 2024 LA Auto Show, Ford teamed up with our Detroit studio to deliver two innovative experiences that captivated audiences: the Ford Electric IQ Challenge, an engaging activation showcasing Ford’s EV leadership; and the Mustang GTD’s display, which highlighted the vehicle’s dynamic capabilities and solidified its reputation as a leader in performance and design.
Showcasing the Mustang GTD in motion
The star attraction was the Mustang GTD, displayed on a high-speed turntable that brought the car to life in a static environment. As the vehicle rotated, a massive LED screen behind it projected synchronised virtual content that matched the vehicle’s perspective creating an immersive illusion of motion. This unique setup allowed attendees to experience the Mustang GTD’s dynamic capabilities up close, blending advanced display technologies with precise calibration for a truly immersive moment.
The activation represented a bold new approach for Ford, leveraging immersive display technology to showcase performance in a static format. While Ford has previously embraced interactive displays, the fusion of a high-speed turntable with synchronised visuals marked an exciting evolution in their experiential marketing efforts.
Electric IQ Challenge
Ford also debuted the Electric IQ Challenge, an interactive experience designed to educate and engage audiences by debunking myths about electric vehicle (EV) ownership. In a game show-style quiz, energy levels were kept high through audience participation, dynamic narratives, the interactive quiz and competitive rewards. The day’s top scorer received a special prize, creating a sense of excitement and encouraging repeated participation.
By combining educational storytelling and gamified dynamics, this activation made EV education accessible, interactive and audience-focused. It empowered both participants and the audience to feel confident about EV ownership by providing clear, relatable information in a high-energy format. The result was an engaging and visually stunning experience that highlighted Ford’s EV leadership in a fun and accessible way.
Our team played a pivotal role in making this activation a standout moment at the LA Auto Show. Key contributions included:
- Concept Design: Developing the game show concept and integrating it with Ford’s “Power Promise ” aesthetic
- Content Development: Crafting narratives and quiz questions to educate audiences on EV ownership
- Technical Execution: Designing and programming the interactive kiosks, as well as coordinating the LED screen content
- On-Site Production: Managing the live activation, including host preparation and audience engagement strategies
While Ford has previously showcased individual EV models, the Electric IQ Challenge was a first-of-its-kind activation for the brand. By combining educational storytelling with gamified interaction, the campaign expanded on Ford’s electrification messaging, making it more interactive and audience-focused.
Ford’s presence at the LA Auto Show underscored its commitment to pushing boundaries and reimagining how automotive experiences are shared with the world.
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