Raptor Rally 002

Cementing Raptor Rally as the ultimate pilgrimage for the off-road community

In partnership with Ford Communications and Ford Racing, Imagination delivered the second annual Raptor Rally, an immersive, high-octane brand experience designed to unite the most passionate off-road truck owners on the planet. By transforming the rugged terrain of Lake Havasu into a desert playground, we doubled previous attendance records and created a definitive community moment that proved the Raptor is more than just a vehicle; it’s a lifestyle.

Ford Performance faced the challenge of evolving a successful pilot event into a “must-attend” annual landmark. The goal was to deepen brand loyalty among Ford Raptor owners – a highly discerning audience of enthusiasts who value authentic performance over traditional marketing.

We needed to design an experience that satisfied their hunger for technical mastery and extreme off-road adventure, while also providing a “Basecamp” atmosphere that fostered community and peer-to-peer connection. The project required a seamless blend of expert-led instruction, technical showcases, and high-energy entertainment to solidify the Raptor’s status as the leader of the off-road category.

Defining the limits of performance

The heart of the rally was a series of gruelling off-road challenges designed to put Ford’s engineering to the ultimate test. From high-speed jumps and side-tilts to technical rock crawls, participants experienced the full spectrum of Raptor capabilities. For those seeking the ultimate thrill, we facilitated “hot laps” with professional drivers, providing a visceral demonstration of the vehicle’s racing pedigree in its natural habitat.

The ultimate Raptor Basecamp

Lake Havasu State Park was transformed into a premium brand hub. Beyond the dust of the trails, the Basecamp served as a centre for innovation and customisation. Guests engaged with interactive vendor displays, explored the latest performance upgrades, and participated in professional workshops. This “insider” access allowed owners to sharpen their off-road techniques while connecting with more than ten Raptor clubs from across the country.

A community-first climax

To reinforce the brand’s “inner circle” feel, the event culminated in a closing ceremony that featured exclusive Ford Racing updates and a surprise appearance by Global Ford Racing Ambassador Daniel Ricciardo. By having a world-class athlete take his own Raptor R for a spin through the terrain, we bridged the gap between professional racing and the consumer experience, leaving the audience with an unforgettable “money-can’t-buy” moment.

For the audience

Owners were given a rare opportunity to use their vehicles exactly as they were engineered, in an environment that was safe, professional, and social. From gaining expert technical tips to sharing the trail with like-minded enthusiasts, the audience left with a deeper sense of belonging to an elite global community.

For the brand

Raptor Rally 002 successfully transformed customer satisfaction into brand advocacy. By doubling attendance and hosting owners from across the continent, Ford Performance demonstrated a level of community engagement that competitors cannot replicate. The event served as a powerful platform for launching new products and updates directly to the brand’s most loyal and influential advocates.