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.](https://img.bizbash.com/files/base/bizbash/bzb/image/2018/02/910365336.png?auto=format%2Ccompress&q=70&w=400)
![To launch its first compact SUV, the EcoSport, Ford hosted Life Hack Academy Live, an experiential event that showcased simple tips and tricks.](https://img.bizbash.com/files/base/bizbash/bzb/image/2018/02/910362820.png?auto=format%2Ccompress&q=70&w=400)
![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.”](https://img.bizbash.com/files/base/bizbash/bzb/image/2018/02/910362828.png?auto=format%2Ccompress&q=70&w=400)
![Attendees completed the phrase 'In 2018 I will...' and added their hang tags to a giant display board.](https://img.bizbash.com/files/base/bizbash/bzb/image/2018/02/910362810.png?auto=format%2Ccompress&q=70&w=400)
![“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.](https://img.bizbash.com/files/base/bizbash/bzb/image/2018/02/910362838.png?auto=format%2Ccompress&q=70&w=400)
![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.](https://img.bizbash.com/files/base/bizbash/bzb/image/2018/02/910364886.png?auto=format%2Ccompress&q=70&w=400)
![Stanley showcased a series of tips and tricks to maximize a workout while saving time.](https://img.bizbash.com/files/base/bizbash/bzb/image/2018/02/910365352.png?auto=format%2Ccompress&q=70&w=400)
![“The Minimalists” Joshua Fields Millburn and Ryan Nicodemus joined interior designer Audrey Margarite to share tips on how to organize and declutter.](https://img.bizbash.com/files/base/bizbash/bzb/image/2018/02/910365450.png?auto=format%2Ccompress&q=70&w=400)
![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.](https://img.bizbash.com/files/base/bizbash/bzb/image/2018/02/910364876.png?auto=format%2Ccompress&q=70&w=400)