• Dec 19, 2006
Ford will be spending $80 million dollars on a marketing blitz to educate the public on its new Edge CUV. Now we all know how important the Edge is to Ford's fortunes, so a monster marketing budget isn't a big surprise. A large portion of the monies will go to MSN.com, which is setting up the URL ideasfromtheedge.msn.com to host a website community that alerts visitors to events in 25 cities that will promote the Edge. In the deal, MSN.com is reportedly guaranteeing an undisclosed amount of traffic to the site, which it will likely generate through ads and editorials on its home page and MSN Autos.

More after the jump.

[Source: AdAge]



Ford has also secured the help of someone named Kelis, which various sources tell us is a hip-hop singer (man, we gotta keep up on our MTV/VH1). Kelis truly sold out in the most brazen way by penning a song just for Ford's CUV called "Push it to the Edge," which no doubt will be up for a Grammy, we're sure. She'll also be in magazine ads, radio spots and various Edge sweepstakes. As my buddy from college used to say, "She's not selling out, she's buying in." Either way, Kelis will be the point person for the Edge marketing campaign from here on out. (BTW - I wrote this entire post before realizing Kelis is a woman).

Ford deserves credit for diving head first into the murky waters of internet advertising, and the Edge campaign will be its deepest foray yet. The Blue Oval has even done its fair share of viral video with the wrecked GT500 video. For $80 million, however, the Edge's marketing campaign doesn't appear to offer anything new. Sure, when you throw around that kind of cash, you're guaranteed to get a certain number of eyeballs, but JWT, Ford's ad agency in Detroit, could've come up with something more original than a MySpace page ripoff and a hip-hop freshman for that kind of money.


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  • 29 Comments
      • 8 Years Ago
      Ford should save the money and reapply it to making the Edge look better!
      • 8 Years Ago
      What a waste of money Ford doesn't have, who ever they higher to do their ads sucks. The BOLD MOVES thing was the stupidist idea, first off it shows that the company is in bad shape design wise. If they have to make the comment we are making BOLD MOVES that makes a statement that their old designs must have sucked, and they did, other than the Mustang, Ford builds the most boring looking cars on the market, The 500, Fuzion, they are BORING! At least GM and Chrysler have a little excitement in their design.
      • 8 Years Ago
      Yeah, Chrysler has alot of excitment in its designs. You can see it on display at Detroit Metro Airport, Michigan State Fairgrounds, and any other large parking lot around the Detroit area. GM and exciting do not go together. Have you ever seen the Impala or how about any Buick or that "stunning" Pontiac lineup? C'mon!
      • 8 Years Ago
      ug. I hope people aren't paid to write articles here because that piece about Kelis is about a smooth and fresh as used toilet paper. Its funny how someone can say an artist "sold out" by writing a song for advertising (like Justin Timerlake did for Mcdonalds) when YOU DON'T EVEN KNOW THEIR GENDER!!

      I am also curious how the author figured that a "large portion" of $80million would go to msn...for a site like ideasfromtheedge.msn.com One would think if you had a "large portion" of $80,000,000 you could purchase an exclusive domain name, or maybe one that people can actually remember...let alone type without misspelling. But I guess the phishers will be having a bonanzo with the typos..

      Please, just stick to the basics and try not to let the rust show.
      • 8 Years Ago
      I love reading all of the bashing by all of you "marketing experts." You immediately know if an ad campaign is going to work without knowing the target demographcs, target markets, or anything else. But don't let that stop you from blasting away.

      If you people really know how to market this(or any other) vehicle, put your money where your collective mouths are, contact Ford, and offer to do it yourselves at a steep discount.
      • 8 Years Ago
      Looks like $80 million wasted to me. Thats a lot to pay. If you're going to pay that much, you ought to get one hell of an ad campaign that will really stick in people's minds. I can see spending big coin on an ad compaign like the Honda "Dream" or "Cog" ads. Those ads are works of art and promote the entire company, not just one line of vehicles. Ford has done good ads in the past...like the new Mustang "Field of Dreams" ad. Thats that kind of product they should get when spending big coin.

      So the person who looks like they are about to catch a grape with their mouth is famous? Could have fooled me, I thought it was just some schmoe. Does the market who knows who this person is the type of people who can afford and will want this vehicle? To me, the Edge would be aimed at smaller families tired of minivans or Expedition owners looking to downsize. Do these people listen to rap and fart around on MSN all day, let alone pay attention to annoying banner ads? And these ads will do nothing to get people out of their RAV-4s or CR-Vs into an Edge.

      Bold moves? Maybe silly moves is more like it.
      • 8 Years Ago
      If the vehicle sux, no amount of marketing or advertising will save it. At least it looks better than the Aztek......
      • 8 Years Ago
      Just a note: Thats where Chrysler is piling up their excess inventory because their al their factory lots are full.
      • 8 Years Ago
      Give me $20 million dollars and I'll tell you to scrap that asinine campaign and come up with something CLEVER. The Edge is not edgy, it's a f**king minivan for the 21st Century. Kelis is not going to speak to the audience, which is families or people planning to have families. Kelis is only going to look like a massive tool rapping a song about a Ford and make Ford look so out of touch that people will laugh themselves to the Toyota dealerships.

      For the love of God, Ford, fire the morons who greenlighted this and hire someone with a lick of sense.
      • 8 Years Ago
      As for the Edge campaign, if you read the article, you would have noticed that Kelis' role is really aimed more at urban (ie black) audiences and advertising that is being rolled out will air on syndicated radio shows such as Steve Harvey's and Tom Joyner's.

      #8 Jayson, where on earth are you getting your bogus information?

      Further research would have gleaned such facts as the $80 million to launch the Edge is LESS THAN HALF of that Toyota is spending to launch the '07 Camry ($170 million ad budget) and one-fifth of what GM is spending to launch the Silverado and Sierra pickups (est. $400 million).

      I am not a Ford fanboy by any stretch of the imagination and while I do wish Ford success with their new vehicle, I mainly have little tolerance for total misinformation.
      • 8 Years Ago
      Hiring some baboon farting hip hop ho to sell an ugly, uninspiring car just might work for Ford. Monty Python couldn't have dreamed this up!
      • 8 Years Ago
      Kelis-

      Ford is hoping that the Edge's/Kelis' milkshake brings all the boys to the curb... Sorry, I could not resist.
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