Ford launches gamification campaign

Share this article:
Ford launches gamification campaign
Ford launches gamification campaign

Ford Motor Co. has launched a gamification campaign to promote its new prime-time reality TV show “Escape Routes,” airing March 31 on NBC, confirmed Aaron Miller, Ford product communications coordinator. The campaign includes a microsite and social media elements.

The campaign, which was created by New York digital ad agency Rokkan, demonstrates a growing trend of brands turning to gaming to interact with consumers and keep them engaged longer.

Rokkan was hired by Team Detroit to create the show's website, Melyssa Brown, Rokkan's digital strategist told Direct Marketing News. Through the website, which launched last night, fans of the show can choose one of six teams to support throughout the show's season and win prizes.

“They're getting to know the brand in a more intimate and organic way,” Brown said. “Rokkan has a long history of gaming brands and creating games and that's the trend in the industry right now—everyone wants a game.”

The more fans interact with the site by completing challenges or recruiting friends, the more points they earn to win prizes. One lucky fan will win a new Ford Escape, while others can win trips, cameras, bikes and other prizes, Brown said.

Each of the TV team members also have their own social channels that fans can directly interact with to help them win the overall TV competition with clues and other bonuses.  

This is the second season Ford airs a reality TV show, but Rokkan said the campaign last year featured a Ford Focus and was not as interactive as this year's show.

“This is really cutting edge because it happens in real time, which has never been done before,” Brown said.

The campaign, Brown said, is a way for users to spend more time interacting with the brand on the site. In addition to being fun for people, the gaming campaign benefits the brand by keeping people engaged.

“[The campaign] is creating a highly engaged and organically impactful community around the brand that wouldn't be there in print campaign and it's much more lasting,” Brown said.

Share this article:

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Native Ads Unmasked!

Native Ads Unmasked!

A Google product engineer introduces a browser plug-in that outs native advertising.

Good Descriptions Rate More Than Good Reviews

Good Descriptions Rate More Than Good Reviews

Price still rules as an online purchase influencer, says a new survey, but basic brand assets should not be ignored in online product presentations.

For CMOs, A Tale of Two Situations

For CMOs, A Tale of Two Situations

A survey of 525 chief marketers finds them voyaging between digital discovery and digital deliverance, riding out turbulent trends to positions of newfound respect.