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2010 Los Angeles Auto Show: Imagination to Excite Show Visitors

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LOS ANGELES, Nov. 17, 2010: Imagination, the Americas, ( continues to push the limits of effective event marketing at auto shows in L.A. this week with an array of extraordinary consumer experiences that will help Ford transform its business. In an exhibit spanning more than 75,000 square feet, Ford Motor Company's biggest ever presence in L.A., Ford will unveil a completely new line up of engines for the F-150, breakthrough terrain management technology on the next generation Explorer, and all-new models of the Mustang, Fiesta and Focus.

Visitors to the display, designed and executed for Ford by Imagination, will encounter an almost overwhelming variety of things to see and do, nearly all of which are new since last year's show in L.A.  Consumers can take a virtual ride in an in-car theater...they can discover Ford product advantages through games and fun physical challenges...or, they can try dozens of different digital interactions, including one that lets them customize and paint their "own" Fiesta with a virtual spray can.

Global Auto Shows like the one in L.A. are critical elements of Ford's game-changing communication strategy that is earning widespread recognition like the "Marketer of the Year" award from Advertising Age. Even more important than the awards are the outstanding results. In the past 12 months, Imagination has helped Ford outperform all of its competitors at auto shows across the U.S. Millions of visitors left shows with a much improved opinion of Ford and a significantly higher intention to buy one of their products.

"We are always looking for the best way to tell Ford's story to consumers," said Matt O'Mara, General Manager for Imagination, Detroit. "Whether we're using cutting-edge digital technology or a robotic product demonstration, we know that we have to engage, educate and excite consumers about the brand."

One of the innovations introduced at this year's L.A. Show is an Outdoor Urban Festival, where visitors can ride in the next generation Explorer and experience Ford's advanced new Terrain Management System as they navigate through a sand pit or climb up and down a giant teeter totter.  Other activities include a personal towing challenge that lets participants compare their own torque against Ford F-150 and a rock climbing wall imbedded with features and benefits of the new Explorer.

Inside the convention hall, Imagination will use even more innovative strategies to showcase Ford's entire lineup of fresh, appealing new products that are driving the company's global success. For example:

  • Two manufacturing robots from a Ford engine plant, "Eco" and "Boost" will be on hand to help a product specialist explain EcoBoost technology.
  • Visitors can don 3D glasses to experience the virtual technology Ford is using to design and build smarter, safer, and greener high-quality vehicles.
  • Enthusiasts can climb into a 2012 Boss 302 Mustang for a heart-pounding live dyno run.
  • "Great new global products that appeal to customers in markets around the world are driving Ford's success.  Our auto show team has risen to the challenge of constantly creating new, more exciting experiences that connect customers in every market to our brand and our products in a very powerful and personal way," said Darrell Bryja, Ford Director of Global Auto Shows and Events.

    Imagination has worked globally with Ford for 37 years, creating unforgettable experiences that have introduced some of the most successful and beloved cars in history.  The L.A. Auto Show is open to the public from November 19-28.

    SEE ALSO: 2010 LA Auto Show - Press Pass Coverage