Ford Focus Launches On-line Music Video Promotion
DEARBORN, June 28, 2002 – Youth, freedom, individuality and cool are the core elements of the Ford Focus and the reason behind the launch of an on-line video promotion with new urban pop female recording group Isyss. In an exclusive partnership with major record label Arista Records, Ford will showcase both production and tricked- out Focus models in an online promotion featuring the new group Isyss.
This is the first time that Ford has used an on-line video promotion to target the urban and African American markets. Ford, a leader in multicultural marketing efforts, worked with UniWorld Group Inc./Urban Force, Ford’s African American agency of record, to develop this unique and innovative promotion. Officially titled “Focus on the Video.com,” the promotion will run from July 9 - 29, 2002, and invites participants to go to focusonthevideo.com and select cast, clothes and car -- Ford Focus ZX3, a Saleen modified ZX3, ZX5 or ZTS Mach Audio -- to use in Isyss’ video for their new song “Single for the Rest of My Life.”
“This is another example of a series of exciting and fresh approaches from Ford Division to reach our target 18-35 year old African American market,” said Rick Novak, Ford Division car marketing communications manager. “The urban market is media-driven and this promotion allows Ford to reach a targeted audience by coupling a strong Internet program with television. Additionally, we are particularly interested in our consumers seeing the Ford Focus ZTS Mach Audio, ZX3 and ZX5 as affordable, cool vehicle alternatives.”
“Focus on the Video” will be an online promotion and sweepstakes inviting consumers to assist in the creation of a music video by vote. The promotion involves audiences going to the focusonthevideo.com site, a colorful and youth-oriented site, to select cast, styling and a Ford Focus for Isyss’ music video. Participants are given four choices from each category with the final tally to be determined on the last day of the promotion, July 29. Choices with the most votes will be used in the production of the Isyss’ new music video “Single for the Rest of My Life.” The video and new album, “The Way We Do,” will be released in September.
The sweepstakes component invites registered participants to enter to win a Ford Focus ZX3 or a $14,000 coupon toward a Ford Division vehicle.
As part of the strategy to drive consumers to focusonthevideo.com, Ford partnered with Blackplanet.com and Click2Music.com to carry banners and emails for the promotion. Over 2 million banners and targeted emails will be sent to the sites’ members.