Once again this weekend I was catching up on my TV shows on Hulu.com and a commercial caught my eye. This commercial was for the new show Focus Rally America. Ford has teamed up with Emmy winning producers to create a show like no other. Six teams of two will compete against each other in a cross country race... and what will they be driving? Brand new Ford Focuses of course! The prize is $100,000 and a Ford Focus.
Through this show Ford is trying to expand their target market. Not only are the people in the show exposed to the brand new cars, but everyone watching the show is as well. This show is also viewer interactive. Viewers can register online and join one of the teams on the show and at any point may be "called" in to help the team. Whether it is showing up at a specific location or just helping the team over the phone decipher their next clue. The important thing is that the viewer is no longer just a viewer, but a participant.
Ford has a really great and unique idea here by not just simply supporting a show, but making it their own. Do you think this marketing approach will work? Will people even be inclined to watch the show let alone be inclined to buy a Ford?
I am responding to this on my blog.
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