Ford Division and the WB Network teamed up late last year to help victims hit by Hurricane Floyd in the Carolinas. The division donated a silver ZX3 Focus that was blanketed with the John Hancocks of the cast of 'Dawson's Creek,' a TV show shot in the Carolinas that is popular with people in their teens and early 20s.
The car was auctioned on Amazon.com last month, along with clothes worn on the show by cast members. The package sold for $12,600, and the proceeds went to the American Red Cross to help the flood victims.
The Focus also sponsored a Nov. 13 concert in Wilmington, N.C., that featured pop musical artists Paula Cole and Shawn Mullins. Both Cole and Mullins have had music featured on 'Dawson's Creek.' The concert was shown live on www.focus247.com, a Ford Web site that targets Generation X and provides information on the Focus.
The promotions not only helped a good cause, but gave the division an opportunity to showcase the Focus to the young buyer at which the car is aimed.
'This show and its music are a perfect fit for Focus,' says Jan Klug, marketing communications manager of Ford Division, adding that she hopes events like the concert and the auction will be influential in starting 'a new romance between Dawson's Creek and the new Ford Focus.'