Ford: Ranger Media Drive
The Challenge
Prove to more than 100 automotive journalists, lifestyle media and influencers that the all-new Ford Ranger delivers best-in-class capability and industry-leading technology, setting it apart from the more established competitors in the mid-size pickup segment. Provide media with firsthand experiences and detailed information to confidently tell the Ranger story – distinguishing this truck as the best adventure-ready choice for people who enjoy active outdoor lifestyles.
The Idea
Create a Ford Ranger Media Drive event that immerses participants in adventure at every touchpoint. Working with our Ford partners we delivered the things you expect, including off-road driving courses, trailer towing demos and ample drive time in the all-new truck. But then we upped the game and heightened the sense of adventure with:
An Instagram-worthy Ranger gear wall
The Ranger Base Camp product information and presentation hub inside safari-style tents
Free-time activities that included hang gliding, kayaking and mountain biking
Head-to-head competitions that pitted adventurous participants against each other setting up tents, stuffing backpacks and learning how to use outdoor gear
Adventure-themed meals and dining atmosphere
Pathway graphics along the hotel hallways leading to each room and a starry night sky projected on guests ceilings
The Result
The Ranger Media drive helped generate positive reviews across the media spectrum.
“It takes only a few minutes behind the wheel of the 2019 Ford Ranger to realize that, for the way most drivers use their trucks, it’s the best choice.”
– Andrew Ganz, Motor Authority
“... SuperCrew is surprisingly spacious inside. This six-foot-seven-inch author emerged from a 1.5-hour stint in the back seat feeling perfectly comfortable. That wouldn't work out so well in most other trucks in this class.”
– Jared Gall, Car And Driver
“On the road, the 2019 Ranger does not feel like a borrowed platform or off-the-shelf powertrain. The ride is comfortable and smooth even with an empty bed. It hauls equipment in the back and handles off-road courses without trouble. The chassis is even capable of ducking and diving along windy roads at a brisk pace.”
– Ryan ZumMallen, Trucks.com
