By JEAN HALLIDAY | Advertising Age
DETROIT -- In what is believed to be the first U.S. promotion of its kind, Ford Motor Co. has started a sweepstakes that offers consumers a chance to win a new F-150 pickup every five years for life.
The promotion is part of Ford's $100 million-plus launch for its redesigned 2004 pickup.
Online ads for the "F-150 for Life Bowl Championship Series Sweepstakes" began appearing last month on the home page of Yahoo! and on America Online. The ads redirect consumers to a Ford Web site, www.fordvehicles.com
Ford Division's agency, WPP Group's J. Walter Thompson in Detroit, created the online ads in conjunction with Yahoo! and AOL.
Consumers also can enter the sweepstakes by calling a toll-free number, 800-468-FORD, but not until Dec. 7.
To win, those who register must watch college football bowl games on ABC-TV on Jan. 1-2, and, if called after any of the three games, must be able to identify the "Built Ford Tough Play of the Game."
One winner from each bowl game will be flown to New Orleans for the Nokia Sugar Bowl, college football's national championship game, where one contestant will win the grand prize.
Ford also signed a deal with BP PLC, which is offering the winner a gasoline card good for $1,200 of its gasoline annually for life.