Create a platform that captures all of this immersive content in one place – Ford VR. Make Ford persistent in bringing breakthrough technology and beauty together in powerful, emotional and meaningful manner. From the pits of LeMans, At the apex of a turn of a World Rally Cross race, inside the warped mind of Ken Block as he plots Gymkhana9, to the deserts of Baja with our Race ready Raptor, Virtual reality became a new storytelling device that gave us the opportunity to break the 4th wall.

Implementation- The app launched in August of 2016 w/ Le Mans film – another film was added every 6 weeks from September 2016 through February 2017.

Timeline – Summer 2016 to present

Placement – NY Times, Facebook360, Youtube, FordSocial.com, LittlStar, SamsungVR, Jaunt, iOS App, Android App,

1. 24M VR-related video views across the ecosystem (an average of 176k a day)

2. Our paid and organic distribution kept peoples attention - both short and long form content completion and engagement with Ford was consistently above all content averages

3. When Ford told a story in VR to a "tech millennial" male audience it resonated. Sentiment was positive and how we told the story impacted our perception as a forward facing, brand that people wanted to learn more about

In 2016 we used VR to get our performance vehicles in front of a highly influential audience. Our goal was to deliver VR to those who use and share it the most. Our approach was three fold: 1. Create a VR moments where we could deliver this audience to an experience they could not of had otherwise 2.Work with the leaders in the industry to create and distribute these moments to places where VR was already being consumed and distributed and 3. Create our own VR destination to show more VR experiences keep this community connected.

1. Deliver experiences where the Ford is participating and the brand is on a “stage”

2. Place someone in the middle of a Ford experience they could not of had otherwise

3. Share experiences filled with energy and showcase Ford’s passion for innovation

4. Leverage high impact partners to launch content e.g., NYT/Ford GT, GYMKHANA/Ken Block

5. Move beyond Performance vehicles to tell Ford’s impactful stories

6. Allow people to experience Ford in a way that is unique and unexpected.

Situation:

IF FORD IS A BRAND THAT IS PASSIONATE ABOUT INNOVATING FOR ALL…

THEN VR BRINGS MORE PEOPLE CLOSER TO THAT EXPERIENCE.

• VR best demonstrates performance. The feeling, attitude, inspiration and proof is our opportunity with the content & app

• It allows the Owners & Advocates, Dreamers, Technology Appreciators, and Press/Influencers to spread the brand and create buzz

Brief:

Deliver real experiences where Ford is participating and on the proverbial “Stage” . Place someone in the middle of an experience they could not of had otherwise

Objectives:

• Increase awareness of Ford’s passion for innovation and awareness of the

content contained in the VR app and with VR content

• Drive halo effect of Ford Vehicles through Performance nameplates

• Reach core target audiences interested in auto, tech and influence them to share Ford content