Ford is taking its groundbreaking interactive road rally – Focus Rally: America, launching today in Miami – to one of the biggest stages in the world Sunday on the “Focus Rally: America Pre-Kick” at 6 p.m. EST on FOX, immediately preceding Super Bowl XLV.
“Raising consumer awareness about the new 2012 Focus via Focus Rally: America is our top priority right now,” said Matt VanDyke, Ford’s director of U.S. Marketing Communications. “That is why we jumped at the opportunity to get the Focus rally into the Super Bowl Pre-Kick show.”
Three unique spots will run during the show, including two for Focus Rally: America. A 30-second and 60-second ad will introduce the rally teams and will also offer a call to action for viewers to get engaged with the interactive social media program online at www.focusrally.com. A third ad during Pre-Kick will feature the Ford F-150 with the new EcoBoost™ engine.
Ford’s unique approach to promoting this social media campaign is a top priority, and follows the special announcement on “Jimmy Kimmel Live!” last night, when the participating teams found out where their adventure would begin.
During Focus Rally: America, teams will rely on friends, fans and followers to help complete challenges during the cross-country road rally. World Cup and Olympic gold medal winner Jonny Moseley will serve as the host of the show, which will run for five weeks.
Fans of Focus Rally: America can get involved in several ways. They can view the nightly video webisodes on www.Hulu.com beginning Saturday evening to see highlights of that day’s rally. At www.focusrally.com, they can follow the rally live and interact with rally teams while on the road. Additionally, they can join in the rally competition by registering as a supporter of one of the teams and then assisting that team to complete tasks and challenges throughout the rally.
These registered “virtual team members” will earn points through daily interaction on www.focusrally.com, with some fans being rewarded with experiences to join in the rally personally along the way, similar to the six that were chosen to head to Miami. Additionally, eight 2012 Ford Focus vehicleswill be awarded to fans and followers through the rally.
More than 10,000 people have already signed up to support their favorite team. Early data on these registered participants show that the program is drawing a diverse group of fans from both an age and geographic perspective. The top three markets generating followers are California, Illinois and New York.
Introducing the cast