Ford Drives Employee Engagement With Education - Event Marketer

Ford Drives Employee Engagement With Education

DB_Gold_Ford Summit_2009 Ex
Brand: FORD
Agency: MARITZ
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (B-TO-B)
Year: 2009

To recognize its top performing Ford, Lincoln and Mercury dealership personnel, Ford created meaningful experiences at the 2008 Employee Excellence Leadership Summit.

The OneFord Experience in Dearborn, MI, was made up of nine events, starting with a Welcome Reception at the Henry Ford Museum, followed by drives on the Ford Test Track, a history lesson at the Automotive Hall of Fame, a VIP guided tour of the Rouge Plant and on-field activities at Ford Field with football great Terry Bradshaw. On the final night, the company hosted a concert by country singer-songwriter Toby Keith.

Following opening comments, the company offered three experiences: The Quality, Green, Safe, Smart Experience, an interactive presentation using an Automated Response System to immerse and educate attendees in Ford’s four key brand drivers; The Ford Product Experience, an overview of the Lincoln MKS and the Ford Flex where employees were given 20 minutes to check out the inside of the new vehicles; and finally, a behind-the-scenes tour of Ford’s Product Design Center. The last night employees were treated to various activities like a Wii competition and golf simulator at the Ford headquarters.

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