Ford

We added sensors to the steering wheel and pedals, and a digital racetrack to give people an opportunity to actually feel what it was like to drive the car.

The Challenge

Nothing connects people to a brand, like bringing that brand to life. For Ford and Bond Brand Loyalty, that meant developing in-car driving simulator, from scratch. We partnered with Bond Brand Loyalty to make this happen. We used real Ford production cars to help get people into the vehicles, start them talking, and make connect with one another – all under the warm glow of the dashboard lights.

Our Solution

In order to build a driving simulation game from the ground up, we started by deconstructing a series of Ford models – the Mustang, Focus, Fusion and F150. Next, we added sensors to the steering wheel and pedals, and a digital racetrack to give people an opportunity to actually feel what it was like to drive the car. Finally, we projected the game onto the interior windshield of the cars to create an immersive experience, affixed a custom-made 3D printed steering wheel, and unleashed the cars on the public. The results speak for themselves. (Essentially, this is what pulling off a miracle in public looks like.)