Imagination helps fans connect with the new Ford Mustang in 4D experience
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Global creative business, Imagination have created a 4D experience for Ford of Europe for the UEFA Champions Festival, held as part of the Champions League Final, in Lisbon.
Ford of Europe is the longest-serving official partner of the UEFA Champions League, European football’s most prestigious club tournament. This year marks the end of Ford’s sponsorship of UEFA after a hugely successful twenty-two years.
The Ford experience, for football fans and local visitors, is housed in a striking dome structure in the centre of Praça do Comércio, at the heart of Lisbon city centre.
The focus of the experience is to herald the arrival of the new Ford Mustang in Europe ahead of its general release in 2015. The Imagination experience will provide visitors with a unique opportunity to see the new Mustang ahead of its launch.
Visitors will have a chance to participate in the reveal of the new Mustang during a thrilling theatrical four dimensional interactive show.
Up to 30 guests at any one time are invited to join the experience and are led inside the dome by hosts. The car is covered and shrouded in darkness as guests enter to a pulsing ambient soundtrack. The video, sound and light show builds dramatically to an exhilarating reveal of the new Ford Mustang, activated by the guests.
Robotic cameras, housed inside the dome, will take video footage of the audience with the Mustang. A link to the video is emailed to all participants following the experience which can then be socialised.
There will also be fun football activations during the queue for the show. Visitors are encouraged to tweet their amazing pictures to #FordMustang to be in with a chance to win tickets to the UEFA Champions League Final on Saturday 24th May. The experience is anticipated to attract 100,000 fans during its three day run.
Says David Girling, Imagination board director, “Mustang is a car that unleashes your freedom and your true self. So the creative strategy for the Mustang Experience is to allow people to experience the power and the excitement of a Mustang unleashed. It utilises video, sound, lighting and effects technology to build an emotional connection to the car.”
