Ford Surprising Consumers With “Flash Concerts”

Posted on by Chief Marketer Staff

Tapping into the phenomenon of flash mobs, or instant gatherings of large groups of people who are notified via emails or text messages just prior to an event taking place, Ford Motor Co. is sponsoring a series of free “flash concerts” to raise awareness for its 2006 Fusion sedan.

But there’s a catch: Consumers can only find out when and where the Fusion Flash Concerts will take place by registering online or by text message.

Details, including cities, dates and venues for performances by The Roots, Jermaine Dupri, Fat Joe, Yellowcard, Pete Yorn and five other musical acts will be available via email and text messages once visitors register as an “insider” at or by texting “go” to 35274.

The messages are powered by Cingular, which offers its subscribers added perks for registering, including early text-message alerts and premier viewing area access at the concerts.

The Fusion Flash Concerts Web site also features exclusive video, a tour blog, concert reviews, a “mash-up” remix contest hosted by, 10 music downloads provided by, and the chance to win prizes including an all-new 2006 Ford Fusion sedan, Sony consumer electronics and VIP access to the shows. The Fusion sedan debuts this fall.

Consumers can also visit to “fuse” their own photographs with other uploaded photos from music fans around the world, to create an entirely new image.

In addition, plans are in the works to release a compilation disk of participating artists performing in the Fusion Flash Concerts that will be available for sale exclusively at Target retail locations at the conclusion of the concerts series in October.

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