As an unprecedented number of new cars and trucks arrive in Ford dealer showrooms this fall, Ford Motor Co. is launching a comprehensive marketing strategy to match the biggest product blitz in the company’s history.
“Compared to 10 years ago, we have a lot more tools available to reach potential customers — and it’s up to us to use them wisely,” says Marty Collins, general marketing manager, Ford Division. “Our cross-media plans include a supercharged emphasis in non-traditional outreach.”
Ford is running a contest that gives college students a chance to show their talents, and a free set of wheels to reality TV contestants.
Sony Pictures Digital partners to sponsor the Ford Focus Talent Drive College Tour, Sweepstakes and Showdown, a 16-market talent competition on major college campuses and an online sweepstakes awarding Hollywood-themed prizes. The “Talent Showdown” features an online competition to win the grand prize of a two-year lease on a new 2005 Ford Focus ST.
Interested students compete by reciting their favorite lines, quotes or monologues from famous movies or TV shows at an audition in front of three campus-based judges. One lucky winner will be selected at each campus stop. Winners will be flown to Los Angeles, given a VIP tour of Sony Pictures Studios, attend a Hollywood red carpet premiere, and appear in the Ford Focus “Talent Drive” documentary/short film.
On display at tour stops are two 2005 Ford Focus vehicles from local dealers, Ford Car Marketing and Ford Motor Credit finance representatives are on hand to answer any questions from participants. The event features an emcee to keep the crowd entertained with movie/pop culture trivia, raffles and door prizes.
Meanwhile, the automaker is giving away cars, trucks and sport utility vehicles to families appearing on ABC’s Extreme Makeover: Home Edition. Ford is a partner in the production that rewards families with major home renovations. Six families appearing on the show will also receive a new Mustang, Freestyle, Five Hundred or Super Duty. Super Duties and F-150s will be seen on the show’s construction sites throughout the season. Freestyle will take the show’s hosts on the road.
“Our strategy is simple,” says Ford Division president Steve Lyons. “Be big, be bold, be relevant.”
Network
