The Ford Motor Company has launched a cryptid-themed campaign Wednesday, sending fans on a scavenger hunt to find the legendary Sasquatch.
Helmed by creative agency Wieden+Kennedy, the effort comes in the form of a sweepstakes that gives one lucky fan the chance to win a unique, one-of-a-kind Bronco Sasquatch Searcher SUV.
To qualify, fans will need to solve a variety of puzzles, collecting clues across social media, Reddit, and in the great outdoors.
Solve the puzzle and go to @fordbronco on Instagram for a chance to win a one-of-one Ford Bronco® Sasquatch Searcher.
— Ford Motor Company (@Ford) September 25, 2024
Rules @ https://t.co/IYEKqGw8Hb No Purchase Necessary 48 contiguous U.S.,18+ Ends 10/1/24 pic.twitter.com/Q74h6gEsxT
Posters and street signs will feature locations of Bigfoot's last sightings, along with a phone number that fans can contact for more clues.
The vehicle comes with everything from the Bronco Badlands Sasquatch, plus a host of unique features perfect for forest exploration, including tree camo exterior wrap, roof-mounted lightbar with hood-mounted light pods, 35-inch mud-terrain tires, custom Sasquatch badge and puddle light, and more.
Ford will also offer the Sasquatch off-road package on all Bronco trims and the 2025 Bronco Sport Outer Banks and Badlands for anyone looking to get an upgrade.
View this post on Instagram
Additionally, the company is launching a set of themed merchandise for the campaign.
The campaign will run on social media, beginning with a Reddit takeover, and OOH at specific NFL games.
Hints about the hunt will also run across paid audio on relevant Spotify podcasts, paid Reddit posts, and OOH in Sasquatch country, including the cities of Boise, Portland, and Seattle.
Ford is going all out on its experiential marketing for this campaign, sending participants on a thrilling adventure to find a mythical creature.
Experiential marketing is a great way for brands to build authentic and memorable connections that boost recognition and retention.
Tracking the Sasquatch
Ford released a short found footage-inspired ad on its Instagram page, featuring a wanderer on a hunt in the forest.
With a camcorder in hand, the man records footage of the limited edition vehicle's mystery and power, building its mythos.
View this post on Instagram
After showcasing shots of the Bronco speeding through the forest, a few clips highlight the SUV's many unique features.
The spot ends with a shot of the Bronco ominously returning into the woods, never to be seen again.
Ford also shared the first of its scavenger hunts through a post on Instagram shortly after it launched the ad.
View this post on Instagram
With a simple "word hunt" imposed over photos of heavy foliage, the fairly simple puzzle invites followers to join the sweepstakes by commenting after they've found the hidden word.
Earlier in July, the brand launched a campaign for its latest EV, the Capri, featuring French football legend Eric Cantona.
Editing by Katherine 'Makkie' Maclang
