There was a dual challenge with the launch of a new Ford vehicle. Help launch the 2016 Ford Explorer Platinum Edition in an entertaining and demonstrative way while highlighting the premiere of the exclusive new state-of-the-art Sony audio system.

A series of vehicles were brought in overnight through the hallowed halls of New York’s Grand Central Terminal for a major all day event.

We developed a unique experiential campaign culminating with a takeover of  Grand Central Terminal for a 24-hour demo event of the Platinum Edition and the Sony audio system that featured multiple artist performances, social outreach and press activity.

Artists live performances were even played through the Sony audio systems in the Ford Explorers.

The massively successful campaign and event led to subsequent events in additional markets and content produced from the event garnered 6,000% spike in social media activity including Likes, Shares and Retweets.