Case 03 · Ford F-150 Lightning

Ford threw the perfect launch party. The product still died. Both things are true.

PR move: Spectacle-as-authority — using scale (a 64,000+ sq ft building projection, a celebrity narrator, a presidential test drive) to make an unproven product feel like settled history.

Best for: Legacy brands making a risky pivot who need permission from a sceptical core audience — and anyone who needs to look inevitable before they've proven anything.

Editorial read — Craft 9 · Evidence 3 · Reuse 6. Source-linked throughout, with the gaps named rather than smoothed over. 3 pages, PDF, instant download.

Instant download. No refunds once the file has been downloaded.