Entries in NFL (1)

Monday
Sep142009

Ford Taurus Wants To Party Like It's 2009

September 14, 2009: In an effort to stand out from the noise being made by the automotive category, Ford is creating some noise of its own for the 2010 Taurus via multi-media marketing and a nationwide "house party" sweepstakes targeting fans of the NFL.

"Ford has always had a presence in football, but this season we're putting the 2010 Taurus in the game," Matt VanDyke, marketing director for Ford, said in a statement. One key reason for the NFL affiliation: in 2008 the NFL on Fox averaged more than 17 million viewers per telecast, according to the network.

The campaign launched this week when the car company was title sponsor for the Ford Drive One Fox NFL Sunday Pregame Show. A series of ads, including mini-online spots featuring CBS Sports commentator James Brown, will focus on the technology and innovations that are part of the full-size sedan. Ford will continue to be title sponsor of the Fox NFL pre-game show through September and October. Lead agency is JWT Team, Detroit.

The automaker also will launch the Ford Taurus Game Day House Party, which will include an online sweepstakes culminating on Oct. 18 with 1,000 simultaneous game day parties hosted nationwide, according to Jeff Eggen, car experiential marketing manager for Ford. The sweepstakes will be touted online, where consumers will have the chance to receive party packs, the opportunity to test drive a 2010 Taurus the day of the party and the grand prize of a 2010 Taurus.

According to Ford, the Taurus is being marketed toward "a very specific customer — a value-oriented 'substance seeker' who appreciates a heightened attention to detail and is looking for the latest innovations without having to break his or her bank account," Lew Echlin, car marketing communications manager for Ford, said in a statement.

Brown will star in a series of short online ads that introduce clips showcasing some of Taurus' features, including MyKey, SYNC, multi-contour seats with active motion and the Blind Spot Information System. "We're taking a very holistic approach to the football season," said Echlin. "We're sponsoring the pre-game show, we're showing off the Taurus with advertisements during the game, and when fans check in to see how their fantasy teams are doing online, we're there, too. And if you miss something and want to check in online, you can check out some of our Web clips, too." Back to Home Page