Virtual festival sponsored by FORD - 2020
OBJECTIVES
For the twelfth consecutive year, Ford will sponsor the 2020 Essence Festival (EF) of Culture. This year the activation will move from a physical event held in New Orleans to a virtual festival experience given the impacts of COVID-19. The virtual form will continue to allow users to connect and engage through music, lifestyle, fashion, business and more. This year the experience will begin June 25 – July 5, 2020. Ford’s return as one of the major sponsors provides several opportunities for visibility and exposure.
Ford will have a virtual booth display that includes vehicle displays, innovative consumer integration, digital stage production, premium distribution, data collection, custom content and virtual vehicle walkaround opportunities hosted on the Essence Studios platform.
The look and feel must be progressive, innovative, exciting, thematic, engaging and creative.
The Virtual Booth schematics should include the following assets:
• Check-in/registration area
• Central lounge with stage area
• Interactive stage for panels, DJ Jam sessions
• VIP Ford owners lounge area
• Innovative consumer engagement or Photo booth area
• 3-5 vehicles on display within booth space (Vehicles include: 2020 Mach E, 2020 Escape, 2020 Bronco, 2021 F150*)
REFERENCE
The Ford Motor Company offers hopeful examples of uplifting Black women and supporting them in new ways – and the emerging of next – the hottest of innovation/technology to be entertained and inspired.
Being shut in for an extended period of time and public restrictions have caused anxiety and stress. How does Ford show up in a way that provides platforms and pedestals of empowerment while also creating an environment for unique engagements that keep our audience driven for what’s next. In Uplifted, we give Black women the platforms they deserve – to be celebrated and elevated. To speak their minds. To empower each other. How? By creating virtual spaces of affirmation. These virtual spaces will show that Ford is not only sympathetic but empathetic to the situation and offering fun, safe solutions to improve mental health from home while options remain limited.
Inspiration
Inviting dreamy, airy and feminine interiors, playful use of colors and gradient combined with fun bold patterns.
Visualization
Rhinoceros, V-Ray
Upon entering the virtual space, consumers should register to receive a Ford premium (i.e. gift bag to be shipped later)
Portal options include: a photo booth activation, Ford Owners lounge area, registration upon entry to receive premium (i.e. gift bag), vehicle walk around options and a Stages where virtual panels and DJ sets can occur.
Some of these elements will include entertainment, panel discussions and self-care tips to help make the most of your time and boost your motivation and confidence as you continue to quarantine. It will also feature the hottest of the “now” in transportation, innovation/technology, style and entertainment. More importantly, it will delve into what exactly it means to be an empowered African American female both now and going forward into the rapidly-evolving "new normal" economy and workplace being created.
Being shut in for an extended period of time and public restrictions have caused anxiety and stress. How does Ford show up in a way that provides platforms and pedestals of empowerment while also creating an environment for unique engagements that keep our audience driven for what’s next. In Uplifted, we give Black women the platforms they deserve – to be celebrated and elevated. To speak their minds. To empower each other. How? By creating virtual spaces of affirmation. These virtual spaces will show that Ford is not only sympathetic but empathetic to the situation and offering fun, safe solutions to improve mental health from home while options remain limited.
Central stage with lounge.
Ford stage for virtual panels and DJ sets.
Vehicle displays.
Vehicle displays with interactive 3D capabilities. Users should be able to interact with each vehicle (Click the “hot spot” to open vehicle doors, test features in and outside of the vehicle, walk around, etc.).
Photo opp activation.
Photo booth engagement area VR/AR technology
Entrance to the VIP Lounge.
VIP Lounge — area specific to Ford Owners and should have VIP access with an ID code or a unique ID. Working with Essence, owners will be invited to conducted a one-on-one virtual meet and greet with a celebrity.
VIP Lounge.
Booth design studies.
