Case Study: Ford Motor Company engages over 100 journalists with a Mustang Bullitt experiential media drive by Gail & Rice

Ford introduces 2019 Mustang Bullitt to over 100 journalists with Gail & Rice

Ford Motor Company faced the challenge of introducing over 100 journalists and media influencers to the 2019 Mustang Bullitt in a way that honored the original 1968 Mustang GT from the film *Bullitt*, while also showcasing the new model's modern technology and performance. The experiential marketing vendor Gail & Rice was engaged to create this immersive program.

Gail & Rice designed a multi-faceted experience that included a 1960s-themed lounge, interactive games, and a film professor's discussion. The solution culminated in a drive through San Francisco with an interactive map pointing out iconic film locations. The result was extensive positive media coverage, with Gail & Rice successfully generating significant excitement and authentic engagement for the vehicle among both journalists and the public.

Ford Motor Company