With the launch of an all-new Bullitt Mustang and the 50th anniversary of the iconic Steve McQueen film, Ford sought to engage both enthusiasts and a much broader audience.
Challenge Engage both automotive and lifestyle media while generating wide consumer enthusiasm for the Ford brand around a niche vehicle with a legendary history.
Insight Ford was able to locate the long-lost original 1968 Mustang driven by Steve McQueen during the making of Bullitt and negotiated with the owner Sean Kiernan to use his car as part of the press event.
Solutions Create a fast-paced Ford Press Event at the 2018 North American International Auto Show in Detroit to introduce Ford’s new products and technology and close with the reveal of the all-new Bullitt as well as Sean Kiernan’s prized original using Steve McQueen’s granddaughter Molly to weave the warm, human backstory and the product highlights together into a seamless narrative. (I wrote for all presenters except Bill Ford)
Build on the buzz around Mustang Bullitt by developing a theme-park like simulator and souvenir auto show experience with personalized versions of the original Bullitt movie poster and the film’s iconic chase scene that visitors can share on social media.
Samples/Media:
Photos from 2018 Ford NAIAS Press Conference
Video of Molly McQueen 2019 Bullitt reveal
Final prompter script for 2018 Ford NAIAS Press Conference
Ford 2018 NAIAS Earned Media Report
Sample souvenirs/elements from Bullitt Auto Show experience
– Personalized Bullitt chase scene video
– Personalized Bullitt movie poster
– Molly McQueen video intro
– “Director” script
Bill Harrison - Portfolio 