Ford Thailand recently hosted a fun and creative driving activity called the "Ford Smart Navi Race" to introduce the latest navigation system in the new Ranger Wildtrak and Everest models. 69 journalists from 60 motoring, IT, lifestyle and travel media outlets, plus a number of KOLs, took part.
With the key message of "Discover a new place with Ford’s navigation system and never get lost", the activity was divided into a four mission race, creating a fun and competitive environment between each media group.
With creativity and differentiation key to the successful introduction of this new feature, Ford Thailand chose two places that the media had never been to previously; Chang Chui, a new creative space in Bangkok, where the media also had the chance to create their own key chains from recycled electrical plugs and sockets with TAM:DA, a famous DIY influencer. Another venue was AKART bistro bar & cafe, a newly opened venue in a small alley and inside a 90 year-old-house from the period of King Rama VII. The cafe offers unique drinks and desserts which made a big impression on the media.
To create buzz in the media, the organizers created a Ford Smart Navi Race Facebook account where all race clues were provided, and where the media could post photos and other content, answer questions, and share their experiences of the event.
The Ford Smart Navi Race had a massive impact on social media, as each mission was also bonded with the journalist’s social platform.
With the key message of "Discover a new place with Ford’s navigation system and never get lost", the activity was divided into a four mission race, creating a fun and competitive environment between each media group.
With creativity and differentiation key to the successful introduction of this new feature, Ford Thailand chose two places that the media had never been to previously; Chang Chui, a new creative space in Bangkok, where the media also had the chance to create their own key chains from recycled electrical plugs and sockets with TAM:DA, a famous DIY influencer. Another venue was AKART bistro bar & cafe, a newly opened venue in a small alley and inside a 90 year-old-house from the period of King Rama VII. The cafe offers unique drinks and desserts which made a big impression on the media.
To create buzz in the media, the organizers created a Ford Smart Navi Race Facebook account where all race clues were provided, and where the media could post photos and other content, answer questions, and share their experiences of the event.
The Ford Smart Navi Race had a massive impact on social media, as each mission was also bonded with the journalist’s social platform.
