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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Why Ford Tried to Teach Drivers How to Be Better Cooks

To launch its new EcoSport, the automaker held an experiential event showcasing life hacks for traveling, cooking, organizing, and more.

Michele Laufik
February 21, 2018

As part of the launch for its new EcoSport compact SUV, Ford hosted a “life hack conference” on January 25 at the Altman Building.

The Life Hack Academy Live Presented by Ford EcoSport, which was produced by Civic Entertainment Group, included a range of vignette setups with lifestyle experts such as food blogger Deb Perelman of "Smitten Kitchen," travel ace "The Points Guy" Brian Kelly, and Instagram yoga star Jessamyn Stanley.

“[The idea] was inspired by our customers,” explained Cristina Aquino, ‎Ford’s marketing manager of mini and medium utility vehicles. “We knew they were looking for ways to make their lives easier so they could spend more time doing the things they really want to do.”

During the evening event, guests learned how to get the most out of life, with a focus on cooking, travel, organizing, business, and fitness. For example, Perelman and actress Tia Mowry illustrated various meal prep hacks, including a demo using the Amazon Alexa app, which syncs grocery lists from a driver’s home to their EcoSport. Interior designer Audrey Margarite provided organizing tips and tricks, while Stanley explained how to maximize workouts.

“We chose the experts and topics based on our customer's interests. We looked for the people our customers were already following and getting inspiration from [on social media] to give them a one-to-one experience to get advice and motivation,” Aquino said.

Over 600 guests attended the event, including consumers and press. The evening wrapped up with a performance by Grammy nominee Skylar Grey.

Perelman and Mowry illustrated various meal prep hacks in the pop-up kitchen space.
Perelman and Mowry illustrated various meal prep hacks in the pop-up kitchen space.
Photo: Donald Bowers/Getty Images for Ford Motor Company
To launch its first compact SUV, the EcoSport, Ford hosted Life Hack Academy Live, an experiential event that showcased simple tips and tricks.
To launch its first compact SUV, the EcoSport, Ford hosted Life Hack Academy Live, an experiential event that showcased simple tips and tricks.
Photo: Donald Bowers/Getty Images for Ford Motor Company
At the entrance, guests stuck pegs into the labeled board that represented their goal for the year, including “Embrace Simplicity,” “Make Use of My Kitchen,” and “Learn a New Skill.”
At the entrance, guests stuck pegs into the labeled board that represented their goal for the year, including “Embrace Simplicity,” “Make Use of My Kitchen,” and “Learn a New Skill.”
Photo: Donald Bowers/Getty Images for Ford Motor Company
Attendees completed the phrase 'In 2018 I will...' and added their hang tags to a giant display board.
Attendees completed the phrase "In 2018 I will..." and added their hang tags to a giant display board.
Photo: Donald Bowers/Getty Images for Ford Motor Company
“We purposefully designed the event to show our customers how EcoSport can help them hack their lives so they have more time to go do the things they have always wanted to,' Aquino said. The space was divided into different vignettes for each of the lifestyle topics.
“We purposefully designed the event to show our customers how EcoSport can help them hack their lives so they have more time to go do the things they have always wanted to," Aquino said. The space was divided into different vignettes for each of the lifestyle topics.
Photo: Donald Bowers/Getty Images for Ford Motor Company
Kelly and the bloggers from 'The Place I Was Telling You About' offered tips on how to travel and pack efficiently. Travel accessories, including Polaroid cameras, travel bags, outerwear, and more, filled the wall behind the experts.
Kelly and the bloggers from "The Place I Was Telling You About" offered tips on how to travel and pack efficiently. Travel accessories, including Polaroid cameras, travel bags, outerwear, and more, filled the wall behind the experts.
Photo: Donald Bowers/Getty Images for Ford Motor Company
Stanley showcased a series of tips and tricks to maximize a workout while saving time.
Stanley showcased a series of tips and tricks to maximize a workout while saving time.
Photo: Donald Bowers/Getty Images for Ford Motor Company
“The Minimalists” Joshua Fields Millburn and Ryan Nicodemus joined interior designer Audrey Margarite to share tips on how to organize and declutter.
“The Minimalists” Joshua Fields Millburn and Ryan Nicodemus joined interior designer Audrey Margarite to share tips on how to organize and declutter.
Photo: Donald Bowers/Getty Images for Ford Motor Company
Fashion photographer Atisha Paulson and Song Exploder's Hrishikesh Hirway showcased how they turned their passion projects into successful careers. Paulson offered tips on taking photos like a pro.
Fashion photographer Atisha Paulson and Song Exploder's Hrishikesh Hirway showcased how they turned their passion projects into successful careers. Paulson offered tips on taking photos like a pro.
Photo: Donald Bowers/Getty Images for Ford Motor Company
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