Case Study: Ford Motor Company gives media an immersive F-150 Raptor preview with Gail & Rice experiential marketing

Ford briefs 100+ media on F-150 Raptor with Gail & Rice

The Ford Motor Company faced the challenge of providing media with an in-depth preview of its all-new F-150 Raptor truck in an environment that matched its desert performance capabilities, while also adhering to strict Covid-19 travel and group size restrictions. To address this, they partnered with the experiential marketing vendor Gail & Rice.

Gail & Rice created a solution by transforming an empty warehouse into a desert landscape using floor-to-ceiling graphics and one-half million pounds of sand, rocks, and plants. This immersive setting allowed Ford's team to host a private, embargoed webcast briefing for media. The vendor's efforts resulted in more than 100 media participants receiving the detailed information needed to release their stories simultaneously with the truck's public reveal.

Ford Motor Company