Ford Motor Company announced at the Paris Auto Show that the company is launching an initiative for the roll out of its next-generation 2011 Focus. The initiative targets digital influencers and the use of Facebook to launch the new Focus by creating a contest that ultimately puts up to $500,000 into various charities of its customers’ choice. Winners will be among the first in the world to drive the all-new Focus ahead of its arrival in European and North American dealerships in early 2011 – and raise money for their favorite charities in the process.
Basically, about 100 participants will be invited to travel to Europe to spend two days with the new Focus and share their experiences. And participants selected through the Facebook application process will receive the local-market equivalent of $10,000 for a charitable cause, with up to $500,000 in contributions handed out throughout the world.
Those applying will be asked to submit a video clip to the Focus Facebook page explaining why they should be selected to participate in the event and how they might “Start Something More” with a charitable cause in their community with a donation from Ford.
“The Global Test Drive gives us an opportunity to reach out to consumers around the world and involve them in the launch of our new Focus while giving to their local charity,” said Jim Farley, Group Vice President, Global Marketing, Sales and Service. “We’ve learned through our previous social media initiatives that turning the brand over to consumers early on helps build awareness and interest in the product.”
Applicants will be asked to submit a video clip to the Focus Facebook page explaining why they should be selected to participate in the event and how they might “Start Something More” with a charitable cause in their community with a donation from Ford.
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