Recognizing that the millennial consumer might not give its first look to the heritage brand – Ford, when considering a new car purchase, Ford stepped out of the showroom to take their line of automobiles to this audience in a whole new way.
Through a series of pop-up events, Ford created a driving course where buyers could schedule track time to get behind the wheel and get the chance to win a new a 2015 Ford Edge.
Creating an interactive experience was just what Jeep wanted to break out of the traditional Auto Show format of sparkling clean cars with super sleek displays and high fashion spokesmodels. So, casting aside the traditional format, they began creating driving courses at the Auto Show. Their philosophy was that Jeeps are meant to get dirty… so they created a dirt track with obstacles and rough terrane, where attendees could actually drive the vehicles. This created an authentic experience that better expressed their brand and resonated with the Jeep customer.