Imagination and Fantasy Imaging partner for Ford's Commonwealth activation

Ford launched its #PlayYourPart activation for the Commonwealth Games in Glasgow Green yesterday (24 July), in collaboration with agency Imagination and supplier Fantasy Imaging.

The activation featured gymnasts' rings
The activation featured gymnasts' rings

The installation, which aims to target the family market, centres around a giant slide dubbed The Road. Up to three people can slide down and race each other in branded sacks designed to promote Ford’s new Mustang launch.

Fantasy Imaging’s rollercoaster-style, laser-motion camera captures the moment, with a copy printed for guests to take home before they get to the bottom.

The activation also features driving simulators provided by Sony’s PlayStation 3, which showcased the car manufacturer’s Ford Focus ST. Lap times are recorded and the speediest racers receive a free EcoBoost energy drink.

A demo hub for the EcoBoost engine has also been created, alongside a series of gymnastics-style hoops to climb and play on.

Speaking to Event, Howard Kee, manager of advertising and experiential for Ford of Britain, said: "The activation is appealing to families on Glasgow Green and is designed to engage with and have fun with them. Everything is accessible and free – we call it ‘VIP for all.’

"It’s going really well so far. It’s estimated that 35,000 people will come through Glasgow Green every day, but we’re expecting it to be busier on the weekend and when people leave work."

Michael Flood, account director at Imagination, added: "Once again, Ford has a huge amount to show. We wanted to create a fun, family friendly stand that allows visitors to discover everything from the Mustang and ST, and experience the thrill of the giant slide."

Comment below to let us know what you think. 

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton

Topics