FORD ESSENCE FESTIVAL - New Orleans, USA

THE CHALLENGE

Ford is a pioneering global car manufacturer that has been in operation for over 100 years. Now they are moving into the electric vehicle industry to help build a better world, where everyone is free to move.

Ford asked Pavegen to promote the launch of the MUSTANG MACH-E: Ford’s first all-electric SUV at The ESSENCE Festival of Culture - the biggest celebration of all things Black and beautiful in the US. Ford required a solution that celebrated music, culture, and their commitment to climate change and net zero while engaging in a fun way with festivalgoers.

THE SOLUTION

Pavegen’s kinetic brand experience team supported Ford by building a unique new energy game, using the power of music and dance to engage with visitors. The Ford stand boasted two interactive digital totems to capture the attention of passers-by and challenge them to a dance-off on the Pavegen energy tiles. Two platforms allowed thousands of players to compete daily against the clock to generate the most kinetic energy by jumping and dancing on our award-winning technology. The opportunity to win a brand-new Ford Mustang MACH-E was the incentive to participate in one of our favourite kinetic brand experiences of 2022.

THE IMPACT

After 10 years of supporting Essence Festival and over 500,000 attendees, Ford found a new way to generate meaningful connections with thousands of visitors while promoting their first-ever all-electric vehicle. We created valuable engagement through gamified kinetic experiences to raise awareness about their sustainability objectives whilst promoting their first all-electric vehicle.