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Ford Launches “Random Acts of Fusion”

Ford is no stranger to social media campaigns. Their past initiatives have included “Fiesta Movement” and “Escape Routes.” And now they are gearing up for “Random Acts of Fusion,” a new social-focused campaign aimed at promoting its new 2013 Fusion, the third-generation of the vehicle.

Ford Launches “Random Acts of Fusion” Social Media Campaign
“Random Acts of Fusion” features TV host and producer Ryan Seacrest. Said Jim Farley, Ford group VP of marketing, in a statement, “Combining social media, entertainment, and unexpected consumer experiences will allow us to connect with audiences through every type of media, introducing Fusion’s profile larger than ever.”

The campaign, like “Fiesta Movement” and “Escape Routes” before it, uses consumers as evangelists to talk about Ford vehicles to peers through social media platforms. The new effort for the 2013 Fusion also uses radio and broadcast media.

Central to the plan is that Ford will use a fleet of around 100 of the new Fusions for short-term loans to 1,000 or so people chosen for their personal stories. And unlike the earlier social-media driven efforts for Fiesta and Escape, Ford is aiming to give a much broader range of people — not just influencers — an early taste of the new Fusion, per Crystal Worthem, manager of Ford brand content and alliances.

The company on Tuesday launched a video on its Facebook page featuring Seacrest, who explains that after 1,000 people sign on to watch the video, the program moves to the next level, where the nuts and bolts of the campaign are revealed.

Says Worthem, “Consumers will have to work together to unlock the story, and as the program evolves, will have a chance to see for themselves how Fusion is able to transform the lives of the people who drive it.

jill Manser