Ford to unleash 2013 Fusion pre-launch campaign on Facebook

Article by Anita Panait, on June 27, 2012

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.

Delivering best-in-class fuel economy in gasoline, hybrid and plug-in hybrid sub-segments is the new Ford Fusion. With this (and with each new model that it will be introducing into the market), Ford proves its sincerity in its commitment to become one of the leaders of fuel-efficiency.

Ford Fusion has a wide selection of fuel-efficient powertrains in the mid-size car segment: the hybrid and plug-in alternatives, a pair of EcoBoost four-cylinder engines, a normally aspirated four-cylinder engine, an automatic start stop system to shut off the engine at stationary idle, front-wheel drive and all-wheel drive applications, as well as the freedom to choose between an automatic and manual shift six-speed transmission.

For the EcoBoost engines, the 1.6-liter variant is expected to achieve a best-in-class four-cylinder non-hybrid fuel efficiency of 26 mpg city and 37 mpg highway driving. The 2.0-liter variant has a Fusion performance option such that it is paired with a paddle-shift six-speed SelectShift Automatic transmission, 19-inch wheels, and an all-wheel drive ability that sends additional torque to its rear wheels.

Awarded in 2010 as the North American Car of the Year, the Fusion Hybrid continues to do better and to evolve. With lithium-ion batteries, weight is reduced but with more power compared to the previous nickel-metal hydride batteries. Maximum speed on all-electric drive is also increased from 47 mph to 62 mph. Performance standards are maintained even though its Atkinson-cycle four-cylinder gasoline engine has significantly downsized from 2.5-liters to an all-new 2.0-liter unit; it is actually expected to deliver best-in-class fuel economy of 47 mpg and 44 mpg of city and highway driving, respectively.

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