Ryan Seacrest is the face of the Ford 'Random Acts of Fusion' campaign, an initiative to bring mass attention to the 2013 Ford Fusion, the automaker's redesigned Fusion sedan that features new technology and design features.
The 'Random Acts of Fusion' campaign follows on the heels of Ford's other branded entertainment promotions, including its 'Escape Routes' campaign promoting the Ford Escape, and was created to get people excited about the 2013 Ford Fusion before its release. The marketing effort spans TV, radio and social media, and the first part of the program involves asking viewers to 'Like' the Fusion Facebook page in order to generate 1,000 Likes; once this happens, another part of the campaign will be revealed.
According to Crystal Worthem, the manager of Ford brand content and alliances, "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."
Unraveling Car Introductions
Ford 'Random Acts of Fusion' Promotes the 2013 Ford Fusion
Trend Themes
1. Branded Entertainment Promotions - Ford's 'Random Acts of Fusion' is an example of integrating ad campaigns with entertainment to reach a broader audience.
2. Social Media Engagement - Ford's 'Random Acts of Fusion' relies heavily on social media to engage with its audience and generate interest in the product before its release.
3. Co-creation Initiatives - Ford's 'Random Acts of Fusion' creates an opportunity for consumers to work together and co-create the campaign by unlocking the story of the product.
Industry Implications
1. Automotive - The automotive industry can use branded entertainment promotions to build hype around their latest products and engage with a broader audience.
2. Advertising - The advertising industry can take advantage of social media to reach a larger audience and increase the effectiveness of their campaigns.
3. Social Media - The social media industry can work closely with companies to develop engaging campaigns that build excitement around new products and services.