Ford: F-150 Raptor Media Briefing
The Challenge
Give media an in-depth preview of the all-new Ford F-150 Raptor – a truck purpose-built for high-speed desert performance – in an environment fitting of the vehicle, while still adhering to Covid-19 travel and group size restrictions following the post-holiday spike in cases nationwide.
The Idea
Bring the desert to Michigan, in January! Using floor-to-ceiling graphics and one-half million pounds of sand, rocks and plants, our team created a desert landscape to showcase Raptor.
We turned an empty warehouse box into a brand-appropriate space for the truck’s designers, engineers and marketing team to give media the detailed information they required to file their stories and create content ahead of Raptor’s public reveal a few days later.
The Result
More than 100 automotive, performance truck and lifestyle media participated in this private webcast embargoed briefing. The event, including follow-up small group Q&A sessions with the Ford team, armed media with the information they needed to release their stories simultaneous to the all-new F-150 Raptor’s reveal.
