The 2018 New York International Auto Show was not only demonstration of concept cars and glimpse of autonomous driving technologies but also a learning course of experiential marketing. One of the impressive campaign was exhibited by Ford, where consumers were invited to build their own Ford Lego “Minifigure” of a racecar driver. Then they were invited to place the creation in one of the Ford Lego vignettes provided and share it on social media with #FordNYIAS to “make it the star” of the show. Likewise Chevrolet, Toyota and Mazda came with their own strategy for experiential marketing.
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