US:Ford attempting to lure young buyers with presence in video games
Ford attempting to lure young buyers with presence in video games
MARTY BERNSTEIN | Automotive News
Ford Motor Co. is using video games to bring the Ford Mustang and GT to the attention of young consumers.
Ford Division is working with Sony Online Entertainment Inc. and Konami Digital Entertainment to promote two race simulation games. Ford's display at the New York auto show in March featured Enthusia, a game developed by Konami. The game went on sale this month.
As younger consumers turn off TV, video games are an increasingly popular way for automotive marketers to reach them. The technology analysis firm Jupiter Research in New York estimates that 40 million Americans play video games. Jupiter expects that audience to grow to 62 million Americans by 2009.
Most game players are under 34, Jupiter says.
Enthusia enables players to choose from more than 200 vehicles to compete on 50 race courses. It features the Mustang and GT.
Manabu Akita, the game's senior producer, says Konami took more than three years to design the race simulations.
Ford also collaborated with Sony on the game Gran Turismo 4. The Gran Turismo series of race simulations includes several of the best-selling games for Sony's PlayStation 2. Like Enthusia, Gran Turismo 4 features Ford vehicles.
Killol Bhuta, Mustang's assistant marketing manager, says Ford's product placement in the two racing games will help it reach the pony car's target audience. "One out of every four Mustangs we sell is to an individual under the age of 34," Bhuta says. "Chances are very good they are also game players."
My first car was a 67 Mustang Coupe, 2nd one was a 67 Cougar XR-7, 3rd one was a 66 Mustang Coupe. Why did I get rid of these cars for ? I know why, because I'm stupid, stupid, stupid.
My next Ford.....