Is “transmedia storytelling” a great new career option for English majors of the 21st century?
Ford has collaborated with transmedia storytelling leader 42 Entertainment and partnered with radio and television personality Ryan Seacrest to introduce its all-new Ford Fusion through a multifaceted transmedia promotional campaign, “Random Acts of Fusion”, which will run through the debut of the Fusion in late October.
Says Jim Farley, Ford group VP of Marketing, Sales & Service: “We are taking a completely unique approach to introduce the new Fusion with a transmedia program, launching this transformational vehicle that over-delivers with its distinctive blend of style, intelligence and technology . . . Combining social media, entertainment and unexpected consumer experiences will allow us to connect with audiences through every type of media, making Fusion’s profile larger than ever.”
The “Random Acts of Fusion” campaign will feature several celebrities throughout its cross-country run, designed to introduce the Fusion to consumers before it hits showrooms this fall. The program will unravel over the course of several months through a story arc created via interactive media channels, including radio, broadcast, and social networks. As a result, its title is not intended to be entirely clear from the start, as consumers will gain a better understanding of the name and its relation to the car as they “unlock” elements of the Fusion’s transformative story through these channels.
A more personal aspect of the campaign involves Ford’s plan to loan 100 of the new Fusions for a short period of time to 1,000 people, selected based on submissions of personal stories. These participants may follow the lead of past Ford “influencers” who blogged about their experiences and became brand ambassadors prior to the debut of the 2010 Fiesta. The Fusion’s launch campaign involves several more platforms than its precedent, and kicked off just last week with a video featuring instructions from Seacrest. The video must reach the 1,000 view mark before progressing to the next level of the story, and a series of codes allows viewers to participate in some way at each step.
To get a jump start at putting the story together, you can visit the Ford Fusion on Facebook at www.facebook.com/fordfusion and view Seacrest’s first video and follow the campaign on Twitter via the #RandomActs hashtag.
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