# Hands-Free Driving Campaigns Ford UK's Social Campaign Shares Merch for the "Passenger Princess" By Laura McQuarrie | Published 2024-07-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/passenger-princess References: [marketing-beat](https://www.marketing-beat.co.uk/2024/07/30/ford-bodega-driving-tech/)  Thousands of short videos on TikTok share the joys of being a "passenger princess" and the luxury of being driven around and relaxing in the car while someone else handles the driving duties, and [Ford UK](https://www.trendhunter.com/trends/ford-explorer-mens-only-edition) leveraged these viral social media posts to show off its assistive driving technology. “Ford’s [BlueCruise](https://www.trendhunter.com/trends/bluecruise) hands-free driving technology is unlocking new possibilities for drivers who, previously, have had little chance to enjoy long journeys and have some fun with their friends and family,” says [Ford Britain](https://www.trendhunter.com/trends/british-deaf-association) passenger vehicle director Catherine Blee. For this campaign, social-first agency Bodega reached out to female influencers to review branded merch in the form of keychains, hand cream and stylish eyewear in hands-free assisted driving mode. This social campaign effectively captures short attention spans and succeeds by focusing on the benefits of assistive driving technology over its features. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 75% | Activity: 85% | Freshness: 26% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Influencer-led Marketing Campaigns:** Leveraging social media influencers to promote high-tech automotive features presents an innovative way to connect with tech-savvy consumers. - **Assistive Driving Technology Integration:** Showcasing assistive driving technology through socially engaging campaigns people can relate to brings modern convenience to the forefront of automotive marketing. - **Enhanced Passenger Experience:** Emphasizing a comfortable and luxurious passenger experience can shift consumer perception and interest towards hands-free driving technologies. ### Who This Affects Most - **Automotive:** The automotive industry could see substantial growth by integrating advanced assistive driving technologies that enhance user comfort and convenience. - **Social Media Marketing:** Social media marketing agencies can innovate by creating campaigns that highlight the lifestyle benefits of new technologies, making them resonate on platforms like TikTok. - **Wearable Tech and Accessories:** The wearable tech and accessories industry can collaborate with automotive brands to offer complementary products, elevating the overall travel experience. ## Related on Trend Hunter - [Hands-Free Car Innovations](https://www.trendhunter.com/trends/british-deaf-association.md) - [Changemaker Automotive Campaigns](https://www.trendhunter.com/trends/ford-explorer-mens-only-edition.md) - [Pampering Rideshade Cars](https://www.trendhunter.com/trends/bliss-x-alto.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [AI-Lead Car Ads](https://www.trendhunter.com/trends/Be-Surreal-Be-Ford.md) - [Democratized Driving Lessons](https://www.trendhunter.com/trends/grip-set-go.md) - [Social-First Car Campaigns](https://www.trendhunter.com/trends/reddit-car-share.md) - [Childhood-Inspired Car Campaigns](https://www.trendhunter.com/trends/drive-pilot-story.md) - [Advanced Automobile Driver Assists](https://www.trendhunter.com/trends/bluecruise.md)