Detroit Winter Games

2017 Chrysler Pacifica minivan announcement kit

One of the most notable product announcements during press days at this month’s North American International Auto Show in Detroit was FCA Chrysler Group’s all-new 2017 Pacifica minivan. With several thousand attendees from all over the globe, the reviews have been, and continue to be, overwhelmingly positive, with one well-known media outlet even describing it as “the single most important vehicle at the show.”

This is especially gratifying, since our team conceptualized and designed the kit that was given to media at the reveal, and also had responsibility for its overall coordination, production, and management of content and digital assets. Some of our staff members were also on hand to help at the event.

The kit’s main elements were a printed book with full product information, and an accompanying custom vehicle-shaped flash drive containing full content, plus photography and video. Together, these provided the core of the media information – the part we had to do. Then there was the fun stuff we knew that absolutely should be done…

Also contained in the kit was a “travel version” of a board game that we designed: Race to the Family Reunion. Set in Detroit and surrounding communities, the game included a custom outer case, colorful mini-Pacifica playing pieces, game rules, die, and directional cards that also highlighted key product features.

The kits were in huge demand, and, as sometimes happens with limited-edition pieces, a few were being offered on Ebay by early that evening.

Not as visible, but equally as popular, was a media kit we designed for Mopar – an “aerosol can” containing a custom “shift knob” USB with press information, photography and video.

Both were big attention-getters, with their own unique fun factors, and, most importantly, helped better communicate and clearly define our client’s key product and brand messages to their target audiences.

Game winner.