Ford & The State Fair of Texas
| Drones | 1,500 |
| Achievements | The First Drone Show at the State Fair of Texas |
| Location | Dallas, Texas |
| Show Date | October 3rd, 2024 |
Innovative Product Launch
Ford set out to unveil the all-new 2025 Expedition at the State Fair of Texas, but they faced a challenge: How do you capture undivided attention from an audience at one of the county's largest state fairs?
For Ford, the answer was simple: a cutting-edge drone show by Sky Elements.
1,500 drones filled the sky above the iconic Cotton Bowl, blending iconic images of the fair with the standout features of Ford's new Expedition. The result? A compelling marketing story that captured the spirit of Texas and put Ford at the center of the conversation.
The Challenge
The State Fair of Texas draws nearly 2.4 million visitors annually, but standing out amid the attractions, vendors, and events takes a brand story as big as Texas itself. Partnering with multiple agencies, Ford launched the "Stars Over Texas" drone show campaign.
Four nights. 1,500 and 500-drone shows. Pyro drones. A 360-degree spectacle. Seamless on-stage integration. A show fit for the Lone Star State.
State Fair of Texas
A family looks to the skies and sees a grand outline of the state of Texas. The opening formation evokes a sense of pride and patriotism to hook the audience.
A Cultural Icon
The real Big Tex stands at 55-feet tall. Our drone show version flies 700-feet in the air. We can call him "Bigger Tex".
Ford Logo
The Ford logo has evolved since its debut in 1903, but the iconic design we know and love has remained unchanged since 1976.
For the first time ever, it was brought to life in a drone show.
As you’ll see in the real footage, the first pyro hit ignites here, illuminating the outer white oval in a stunning display.
Portal
Through a sleek, sci-fi-inspired pyro portal, a fully 3D drone-rendered model of the new Expedition drove through. Below, the real car was unveiled for spectators watching the show.
Split Tailgate
Taking advantage of the 3D model, the next formation showed off real features of the car, like the split tailgate function.
Blue Cruise
The hands-free driving feature gets its moment to shine.
Deep In The Heart of Texas
The Expedition cruises through the Texas desert, passing cacti and cowboys on the journey.
Texas Longhorns
A cowboy riding a horse forms behind a heard of longhorns, adding motion and artistry to the drone show.
Leaving Competitors In The Dust
A playful jab at the competition, calling out the similar SKUs compared to the Expedition.
Highlighting Key Features
Ford's Tremor Tire is highlighted by outlining the rim in an orange gold hue.
Scannable QR Codes
To take full advantage of the 360 field-of-view, 2 QR codes appear to point in all directions, so it's scannable from anywhere miles around.
Story > Scale
Lots of drones is impressive, but the real power lies in storytelling. Ford scaled down to 500 drones on subsequent nights, yet the engagement remained high because of the compelling narrative crafted around the Expedition.
New show, new audience, same message.
Location, Location, Location
To get a fully immersive, 360-view experience, Sky Elements activated from the field inside the Cotton Bowl.
Turn it Up to 11
Ford added two groundbreaking moments that turned heads with pyro drones.
Ready to create your own pyro drone show?
Results & Impact
Over the course of four nights, an estimated 400,000 visitors experienced the drone show live. Content from the event amassed 18 million views across social media platforms, solidifying Ford’s position as an innovator in experiential marketing. Ford saw an immediate boost in digital engagement, with over 100,000 visitors directed to their website from initiatives related to the launch.
Get in touch!
Are you ready to put experience in your corner? Get in touch with our team today and let’s design your drone light show, together.
