Home  › Media › Video
fordfocuselectric

Yahoo and Ford Shoot for Celeb Buzz With Video Reality Series

  |  April 10, 2012   |  Comments

Launch campaign for Ford Focus Electric is entirely digital.

fordfocuselectricYahoo hopes celebrity buzz brings Ford and an upcoming reality series some branding horsepower for the Focus Electric. Ford's campaign for the new vehicle will be entirely digital, according to Yahoo, which plans to launch the Focus Electric-sponsored "Plugged In" reality competition web show in May.

Ford is using a digital media-centric campaign to target what it hopes will be a growing market for the electric car. "The electric vehicle market will grow over time so we electrified our popular small-car platform with a targeted online campaign instead of creating a one-off vehicle with huge ad budgets," said Matt VanDyke, director, U.S. marketing communications for Ford, in a press statement.

The series, which will run exclusively on Yahoo's video destination, Yahoo Screen, will pit a pair of two-person teams in challenges set in 10 cities including Austin, Boston, Chicago, Los Angeles, New York, and Seattle. A celebrity in each locale will kick off each contest, though they have yet to be announced. Contest winners will compete in a final event held in LA to win a Focus Electric. Production firm Magical Elves will produce the Plugged In series.

Yahoo expects to promote the series through its own properties, as well as generate traffic through social media presences of the show's celebrity partners.

Contenders will actually receive video, text, and audio clues for the competition through the SYNC with MyFord Touch system featured in the Focus Electric, a main component of the show.

Yahoo also hopes to remind people that amid the hype around Pinterest and Instagram, its photo organizing and sharing site, Flickr is still around. The campaign will include Flickr groups dedicated to the show.

Yahoo recently announced renewals of five of its original women-aimed web video shows, including relationship show "Let's Talk About Love," and food show "Blue Ribbon Hunter." Yahoo offers in-stream video and in-display video ads in conjunction with the shows.

Procter & Gamble currently wraps its Olay moisturizer brand around Yahoo's celebrity style site, "The Thread," while Bank of America's Merrill Edge sponsors its Breakout finance site.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...