The Amazing Race of Ford Focus

Ever since the year-long preparation which preceded the launch of the Fiesta in the US, American manufacturer Ford has shown that it has learned a new way of marketing its products. A way which puts the customers face to face with a new model to be launched by using mediums like the web 2.0 or other until now non-mainstream advertising tools.

For the new Focus for instance, Ford has signed up the creators of the famous show The Amazing Race, Bertram van Munster and Elise Doganieri. The two will create what Ford likes to call the Focus Rally, a five weeks round the world trip which will precede the launch of the Focus in North America and Europe.

To start on February 1 in the US, the tour/show will be webcasted on Hulu five times a week, with additional content to be created by users. Six teams of two people will take on Amazing Race-style challenges, competing against one another to win a $100,000 prize and 10 new Focuses for the fans and supporters.

“We learned a lot from Fiesta Movement, and by teaming up with the talented co-creators of The Amazing Race and Hulu, we saw a tremendous opportunity to generate excitement and awareness for the 2012 Ford Focus in a unique way,” said Matt VanDyke, Ford’s director of US Marketing.

The competition is for now open to all those willing to take part. Entries can be submitted either at the following link, or at auditions which will be held in Los Angeles, Tampa, Austin, Boston, Denver, Seattle, Chicago, New York, Houston, Orlando and Las Vegas.
If you liked the article, please follow us:  Google News icon Google News Youtube Instagram
About the author: Daniel Patrascu
Daniel Patrascu profile photo

Daniel loves writing (or so he claims), and he uses this skill to offer readers a "behind the scenes" look at the automotive industry. He also enjoys talking about space exploration and robots, because in his view the only way forward for humanity is away from this planet, in metal bodies.
Full profile


Would you like AUTOEVOLUTION to send you notifications?

You will only receive our top stories