Level Up Your Ride: Ford Unveils Ultimate Gamer Van for Epic TwitchCon Road Trip

Article Brief:

Ford Motor Company, in partnership with Wieden+Kennedy New York and Mindshare, has collaborated with media brand Full Squad Gaming, per details shared with Our Website.

Ford has constructed a mobile gaming studio within a Transit Trail van. This van will transport the Full Squad Gaming team to TwitchCon, where the Gamer Van will be accessible to the general public. In the past two decades, Ford vehicles have obtained licenses for games. However, this initiative signifies the automaker's increased dedication to gaming, incorporating streaming, podcasting, event hosting, and influencer strategies.

Article Insight:

Instead of simply licensing its vehicles to video games like Forza and Rocket League, Ford has taken a more proactive approach with its Gamer Van activation. This unique initiative aims to tap into the always-on cultural channel of gaming by engaging with gamers in various ways. By doing so, Ford hopes to establish greater relevance and appeal to younger consumers. One key partnership in this endeavor is with Full Squad Gaming, a digital media brand that specializes in creating and curating viral gaming video content for YouTube and TikTok. Together, they aim to connect with gamers and create a lasting impact in the gaming community.

The Gamer Van draws inspiration from gamers' rooms, offering a gaming desk, custom-designed couch, reactive cloud ceiling, external gaming stations, and more. Not only can it stream from any location, but it also serves as a means of transportation for the Full Squad Gaming crew. The van will be joined by influential figures Musty, Chell, and Sapnap, who will create social content while on the road. The adventure will include a gaming camp powered by the F-150 Lightning at Mount Kare, as well as off-roading with a Bronco Raptor at Mt. Potosi.

The journey will culminate with a visit to TwitchCon in Las Vegas (Oct. 20-23), where Full Squad Gaming will conduct interviews and podcasts with esteemed gamers like SypherPK, Daltoosh, Tarik, and Andrea Botez. Following this, the Gamer Van will be open to the public at the Ford booth during the convention. TwitchCon has become increasingly significant for brands seeking to connect with Twitch viewers, with 73% of them recognizing the importance of advertising in supporting creators.

Luxury car manufacturers such as Porsche and Toyota have recognized the importance of gaming and esports in their marketing strategies. In order to promote their new TX three-row crossover SUV, Lexus partnered with the gaming lifestyle brand called 100 Thieves.

To further enhance their marketing efforts, Ford recently hired Lisa Materazzo, a former Toyota executive, as their global chief marketing officer. Materazzo believes that there is a great opportunity to engage consumers and create a strong connection between their products, services, and ownership experiences through effective marketing strategies.

Clarification: A previous version of this story included inaccurate information about Ford's partners on the project. The post has been updated.