The goal of the 2008 SYNC Tour of Ford was to let consumers experience a new technology, SYNC, which was designed by Microsoft and which lets motorists control car stereos and mobile phones with voice commands. The technology will be available in 85% of Ford, Lincoln and Mercury cars by early 2009.
Ford’s challenge was to reach people not ready to be “sold to” at state fairs, NASCAR races and other events. SYNC helps motorists control their in-vehicle communications, their calls, texting and also helps them find songs, all while keeping their eyes on the road. Ford has a three-fold mission with this tour: show off the products; highlight the Microsoft alliance; and demonstrate Ford’s innovative technologies to consumers and show off the hands-free capability of SYNC.
The tour kicked off at the 2008 Super Bowl and hit 28 cities around the country. Their target consumers were those that do not know about Ford but are tech-savvy. Rather than attend traditional auto shows, the Ford team went to lifestyle events like air shows, blues festivals, NASCAR events and the Minnesota State Fair. Controlling costs while delivering showmanship is critical in today’s meeting environment, as is being sensitive to the needs of hard-pressed clients during this troubled economic climate.
