Using A Reality Show To Promote A Car
It's an incredible way to connect with people. -- Elise Doganieri, co-creator "The Amazing Race."
Ford deciding that the best way to introduce an all new product is to show people using that product, and all of its capabilities.
So, Ford is teaming with the creators of the TV show "The Amazing Race" to create a web only reality show that features contestants using the 2012 Focus compact car as they handle a variety of road rally style tasks.
"You can't always just buy off the shelf programs," said Matt Van Dyke, Ford director of U.S. marketing. "You literally have to concept and create them yourself."
The show being created is called "Focus Rally: America" and will be streamed on the web site Hulu, and will allow viewers to connect using social networking sites like Twitter, You Tube and Facebook."
"It's really about getting people to be aware of the product, drive consideration, and overall favorable opinion," said Van Dyke.
Ford has totally redone the Focus. The new 2012 model, which will be built at Michigan Assembly in Wayne, will launch in March, about the time the winner of Ford's online reality show is chosen.
That winner will get a 100 thousand dollar prize. Viewers will be eligible to win a new Focus.
The show's producers are currently conducing a nationwide talent search to try to find 12 contestants, who will be paired up in six teams of two people each.
"They need to be socially active, number one, because this is a web content program" says Elise Doganieri, who's co-creator of "The Amazing Race" and is developing the Ford program. "So, socially active people who are on Twitter, Facebook, that are very outgoing, very outspoken, have good energy. They are positive people and they want to try something new, and on the cutting edge of technology and want to experience something that's unique."
Doganieri has been spending some time with the new Focus and admits it was one of her first experiences with one of the company's vehicles.
"Thee cars are unlike anything out there," she said. "They are very high tech. They are very user friendly."
Ford's Matt Van Dyke saying that's the message they will be trying to get out to people who view "Focus Rally: America" online.
"The two biggest things are, one awareness and engagement, and second that leading into and understanding what the new focus brings to the table for us" said Van Dyke.
Ford used an online project called the Fiesta Movement to launch its new Fiesta subcompact. The You Tube videos produced by young people who were allowed to drive a Fiesta and document their experiences had more than 6.2 million views.
