Using Facebook, Ford Motor Co. will kick off a prelaunch marketing effort for the mid-sized 2013 Fusion dubbed Random Acts of Fusion, with TV host Ryan Seacrest. Ford’s latest interactive move will allow consumers to win a chance to use a Fusion for any experience they want.
According to Jim Farley, Ford group vice president of global marketing sales and service, the Random Acts of Fusion is a transmedia program that combines social media, entertainment and unexpected consumer experiences to connect the company to audiences of these media. The Random Acts of Fusion, which will feature a number of personalities that include consumers and celebrities, is derived from several Ford’s social consumer programs.
These programs include the Fiesta Movement, which gave 100 units of the Fiesta subcompact to consumers to review online, and “Escape Routes,” a reality TV program produced by Ford designed to highlight the features of the 2013 Escape.
Crystal Worthem, manager of Ford Brand Content & Alliances, quipped that consumers would learn more about the campaign by participating. Worthem said that in the program, consumers will have to collaborate to unlock the story. She added that as the program evolves, consumers will have a chance to see for themselves how Fusion transformed the lives of the people who drive it.
The Random Acts of Fusion will commence next week on the Ford Fusion Facebook page and October, just in time for the traditional marketing launch this fall. The program is being developed by 42 Entertainment and Team Detroit.