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BizReport : Blogs & Content : May 23, 2012
Ford moves into reality TV realm with new series
Reality television is nothing new to viewers but Ford and Yahoo are putting a new twist to the genre this summer - creating a competition in which the new Ford Focus Electric co-stars with celebrities. Will the move work to engage new and existing customers with Ford's first all-electric, no gas vehicle?
Here's how the show, Plugged In, works: two-person teams compete against one another in teams to win the ultimate prize - a Ford Focus Electric. The car will be a integral part of the show - it's SYNC with MyFord Touch system will be used by contestants to view videos, receive messages and clues.
As for how the marketing plan will work - or rather, whether it will work, - remains to be seen. The Focus Electric is launching solely on Yahoo Screen, banking on the targeting abilities of the online medium rather than blasting the ad across multiple platforms.
"With at least eight out of 10 Internet users now watching online video, this is the perfect time for Yahoo! and Ford to launch 'Plugged In,'" said Erin McPherson, Vice President and Head of Video at Yahoo!. "We know from our insights and data that our audience is passionate about celebrity-related content and travel content, and we combined those insights with Ford's brand goals for a truly engaging program."
"I am excited to be an ambassador for one of the best cities in the world, and my hometown, New York City," said Adrian Grenier. "There are so many amazing things going on here. People are engaged and you can feel the creativity all around you. There is never a false moment. People live fully and well and are starting to really embrace clean healthy living. There is a real sense of belonging and community."
David Arquette will host the program. Plugged In will be a weekly online reality show on Yahoo. The series launches May 29.
Tags: Ford, Ford Focus Electric, online video, reality video, video programming, video trends, Yahoo
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