We sent these potential buyers on a sensorial and unforgettable first ride in a Mustang, on the passenger seat of the first pilot to have ever driven this legendary machine – American racing legend Dan Gurney – using 360-degree audio experience we actually recorded with the car on a racing track and put inside a replica of his helmet.

First we recorded all sounds the Mustang makes on a racing track and went to a studio to create a 360-degree audio experience with Dan Gurney at the wheel.

Then we installed this audio in a sound system inside replicas of Dan's iconic helmet and sent them during Mustang's pre-sale to 400 potential buyers throughout the entire country as a gift with a booklet that told these people more about both the pilot's and the car's history while inviting them to experience this roar for the first time.

In its first month of sales, the Ford Mustang outsold the rest of the sports cars category put together.