Ford and Lego play together
A Ford made out of Lego
Ford recently decided to partner with Legoland Florida as a marketing tool for their products as well as a way to teach driver safety. It’s a very innovative and non-tradtional approach to car marketing to families and it looks cool too!
To generate interest and draw in visitors, Ford built a life-size Explorer entirely out of Legos that will be on display in front of the brand-new Ford Driving School for kids.
The model of the new car took 22 designers more than 2,500 hours to complete using about 380,000 Legos, and it weights 2,654 pounds. The sculpture is based on the 2012 Explorer, which is one of the more fuel efficient new cars in its class and aimed at cost conscious families in the US.
The model was unveiled at Ford’s Chicago Assembly Plant and is traveling to the Florida theme park in a transparent trailer so people can catch a glimpse of the life-size model on the highway which should produce some great PR too.
Legoland is meant for kids, but now it offers something new and unique for them to do. The Ford Driving School teaches kids as young as three years old the basics of driving and safety before letting them tool around slow electric vehicles ( don’t worry the max speed is 3 mph!) on a closed and carefully monitored course. When they complete the course they get a special Ford Driving School certificate to take home which is great customer loyalty and an experience the kids will remember forever and may well lead to their first car being a Ford in 15 years time.
