Case Study: Ford achieves a record-breaking launch and global awareness for Michigan Central with Civic Entertainment Group

Ford launches Michigan Central with Civic Entertainment Group and drives nearly 1 billion unique social views

Civic Entertainment Group collaborated with Ford Motor Company on the historic reopening of Michigan Central Station in Detroit. Ford's challenge was to launch the station's rebirth as a new innovation and cultural epicenter, driving global awareness and brand reputation for this centerpiece of its vision for the future of transportation.

The solution implemented by Civic Entertainment Group was the Michigan Central OPEN, a grand celebration that included a global concert co-produced with Eminem and other producers, an immersive museum, and an innovation summit. This campaign resulted in a record national prime time audience on NBC/Peacock and nearly one billion unique views of Ford content across social media platforms. The efforts by Civic Entertainment Group successfully drove substantial business growth for Michigan Central, making it Ford's largest ever social-driven launch.

Ford Motor Company