As an event marketer, I’m in the business of creating memorable experiences. If you’ve been reading my blog, you’re probably aware that I’ve been fortunate to partner with some fantastic clients and we have rolled out some unique brand campaigns. This summer, one of the events that kept JGK busy was a product launch for Ford of Canada.
To introduce SYNC®3 which is Ford’s all new enhanced voice recognition system—you can talk to SYNC 3 with ‘simple real-world voice commands and the system will respond naturally to your voice.’ Sounds pretty great doesn’t it? The question then becomes…how do you put the Ford brand in their customer’s hand? Well, the answer is…a scavenger hunt.
You’re probably scratching your head wondering how a scavenger hunt could accomplish this; so I will elaborate. On Saturday, August 29, Ford of Canada invited bloggers and life style media to take part in ‘The Hunt.’ And, I can assure you—this was no ordinary scavenger hunt.
First of all, participants met at Rock Lobster for brunch and they were given in-vehicle SYNC 3 demos and live demonstrations of AppLink ™ using Spotify and Glympse apps. Here’s some pictures, of our participants preparing to embark on their adventure. You’ll notice, they’re travelling in a small fleet of the all new Ford Escape vehicles.
For The Hunt, participants were given a task list to complete; items included anything from having your picture taken with a famous person, a photo of the Ford Escape in one of Toronto’s graffiti alleys, to arriving at designated check points—where their skills were put to the test. When I’m referring to skills, as the following photo will show you, I’m not referring to driving skills.
All afternoon, while participants drove around Toronto’s most interesting neighbourhoods and landmarks, they were able to experience SYNC first-hand as well as, some of the other vehicles features—such as Active Park Assist. To end the day, a celebratory dinner was held at Big Crow giving participants the chance to unwind and discuss their adventure.
The Hunt was an event that encompassed a little challenge, a lot of fun and proved to be a memorable product launch that had participants jumping in the air!