As more industries make bigger investments in experiential efforts, automakers are shifting focus to programming meant to expose consumers and media to vehicles in more engaging ways. Moving away from traditional ride-and-drive events—that allow simple, undifferentiated behind-the-wheel and passenger opportunities—brands like Ford, Buick, Jaguar, Mini, and Fiat have opted for the likes of drive-in movies, mini vacations and cultural tours, innovative social media tie-ins, and in-car wellness experiences.
Ford Motor Company's Cultural Road Trip
Photo: Courtesy of Ford Motor Company
Ford Motor Company's Cultural Road Trip
Photo: Courtesy of Ford Motor Company
Ford Motor Company's Cultural Road Trip
Photo: Courtesy of Ford Motor Company
Buick's 24-Hour Happiness Test Drive
Photo: Owen Kolasinski/BFA.com
Buick's 24-Hour Happiness Test Drive
Photo: Owen Kolasinski/BFA.com
Buick's 24-Hour Happiness Test Drive
Photo: Owen Kolasinski/BFA.com
General Motors Sierra Truck Launch
Photo: Courtesy of Grand Central Marketing
Fiat's Drive-In Cinema Event
Photo: BizBash
Lincoln Hello Again Marketing Tour
Photo: match action
Lincoln Hello Again Marketing Tour
Photo: John Walder Photography
Jaguar's Wimbledon Sponsorship Activation
Photo: Courtesy of Lightwave
Mini Night Out Tour
Photo: Courtesy of Urban Daddy