Ford to debut SUV via Zynga game

Share this article:
Ford to debut SUV via Zynga game
Ford to debut SUV via Zynga game

Automotive manufacturer Ford Motor Co. will unveil the 2013 Ford Escape on Nov. 15 via social game developer Zynga's “Words With Friends” game. Ford is working with its ad agency Team Detroit on the initiative.

Consumers will be able to compete against actress Jenny McCarthy, who will be playing the Scrabble-like game live in Los Angeles from 8 p.m. to 9 p.m. Pacific time Tuesday night. At the game's conclusion, a turntable will reveal the 2013 Escape.

Crystal Worthem, manager of brand content and alliances for Ford, said the event will mark the first time the 2013 Escape is revealed to the world and represents a step away from the way a model is traditionally unveiled at an auto show.

The initiative is geared toward the Escape's target consumer base of “tech-savvy young professionals,” said Worthem.

Consumers can participate in the event online by submitting word suggestions through livestreams on the Ford Escape Facebook page and Ford's Livestream channel. Consumers in attendance can join the game by tweeting word suggestions to @escapeword or if they are selected to play alongside McCarthy on stage.

Ford is running interactive ads within the Facebook and mobile editions of Words With Friends and Sponsored Stories on Facebook to promote the game. The company is also hosting an event on Facebook that consumers can RSVP to attend.

Ford will be extending the initiative over the next three days by promoting words within the “Words With Friends” game that players can use in the game to register to win the car, Worthem said. She added that the Escape's pre-launch period in March and April of next year will include further social gaming initiatives.

At the same time, Ford is launching a site for consumers to enter to participate in Escape Routes, a reality series that will cast six teams of two participants to compete in virtual and physical challenges related to the Escape.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.