DETROIT -- Ford Motor Co. will push its use of social media further today when it kicks off Random Acts of Fusion, a prelaunch marketing effort for the mid-sized 2013 Fusion, with TV host Ryan Seacrest.
The interactive effort will let consumers win the chance to use a Fusion for experiences of their choice. Fusion production begins in September and the traditional marketing launch will be this fall.
Citing the “transmedia program,” Jim Farley, Ford group vice president of global marketing, sales and service, said that “combining social media, entertainment and unexpected consumer experiences will allow us to connect with audiences through every type of media.”
Random Acts of Fusion will star a number of personalities encompassing consumers and celebrities, a company statement said. The initiative builds on Ford’s social consumer programs such as the Fiesta Movement, which gave 100 units of the Fiesta subcompact to consumers to review online, and “Escape Routes,” a Ford-produced reality TV program designed to highlight the features of the 2013 Escape.
Consumers will learn more about the campaign by participating, said Crystal Worthem, manager of Ford Brand Content & Alliances.
“Consumers will have to work together to unlock the story and as the program evolves, have a chance to see for themselves how Fusion is able to transform the lives of the people who drive it,” Worthem said.
The game-playing will begin this week on the Ford Fusion Facebook page. Cross-platform storytelling pioneer 42 Entertainment and Team Detroit, Ford’s advertising agency, are developing the program. It runs through October.