When deciding what made Ford different than other services centers, the answer was clear.  

They design it.  They engineer it.  They build it.  So, who better to service it.   Dwayne Johnson agreed, then hopped on a plane and spent 3 days in Detroit telling everyone else.  In the end, we created TV, digital, social and print.  Then Mr Johnson chronicled the whole thing and shared it with his 340 million followers.