Ford Motor Co. is giving away 600,000 Fusions -- and consumers can get them inside select Kellogg Co. cereal boxes.
As part of the continued promotion of Ford's newest mid-sized sedan, which debuted in October 2005, the company will put a Fusion Hot Wheels toy car in boxes of Fruit Loops, Apple Jacks, Frosted Flakes and Cocoa Krispies. A photo of the car will appear on the outside of each box. One consumer will find a red model Fusion with a Target logo and win a real full-sized Fusion, Ford said.
The cereal boxes are being sold only at Target Corp. stores nationwide.
The campaign is aimed at families with young children, Ford spokesperson Monte Doran said.
Ford has continued to promote the Fusion after its debut, which differs from past marketing campaigns, said Mark Fields, president of the Americas, in a press release. Fields said the automaker wanted to continue build the Fusion's nameplate awareness.
"We used to do the launch and abandon," Fields said. "In the case of the Fusion we need to make sure we continually have the right care and feeding of that nameplate so that the awareness builds over time."
The Fusion, Ford's replacement for the Taurus, is up against some hot sellers in the mid-sized market, mainly the Toyota Camry and Honda Accord. In the first half of the year, Fusion sales fell below its import competitors. Ford sold 71,089 Fusions, while Toyota sold 218,517 Camrys and Honda sold 178,116 Accords.
Past Fusion marketing campaigns have aimed at women, NASCAR drivers, Hispanics and blacks. The automaker also has marketed the Fusion through sponsorships of singer Kelly Clarkson's "Addicted" tour, and Race for the Cure, Doran said.
He said the Fusion's marketing campaigns have reached such a wide demographic because the vehicle appeals to a broad audience.
Although he wouldn't say how much money Ford plans to spend on more promotions this year, he said Ford will continue to market the Fusion through the year end. He said Ford hopes to sell 100,000 Fusions this year.
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