A Texas Sized Reveal for the Ford 2025 Expedition
To capture pop culture’s attention in Ford’s second-largest Expedition market, Imagination US’ Detroit studio delivered a show-stopping reveal of the 2025 Ford Expedition at the iconic State Fair of Texas.
This unforgettable launch was a two-part experience designed to build awareness of the all-new Expedition lineup through media coverage and social conversation, also driving traffic to Ford.com, and building sales interest from the start. The journey began with a media briefing in Detroit and culminated in a dramatic event deep in the heart of Texas revealing an all-new Expedition lineup. This included the Expedition Tremor, the most off-road capable Expedition ever and brand new features like the Split Gate that creates a hang out space with reconfigurable cargo management, transforming the rear into a table or stadium seating.
To showcase how the 2025 Ford Expedition puts active families first, in true Texas fashion, Imagination US brought the night sky alive with a 1,500-drone show – including 100 pyrotechnic drones – choreographed by Sky Elements, fresh off their America’s Got Talent run. Concealed beneath silks inspired by Big Tex’s iconic bandanas, the three Ford Expeditions awaited their big moment. As the drones lifted the silks, the SUVs were unveiled in a breathtaking display, marking Ford’s largest drone reveal ever in North America.
An FPV drone captured the excitement, creating an immersive reveal film that brought the action to both on-site attendees and online viewers. By seamlessly blending the live experience with digital storytelling, this launch reflected the connected experience the vehicle offers – both on the road and at the destination, keeping Ford at the forefront of innovation and conversation.
The impact:
18m views on social media
102,917 website visits
