Ford's latest promotion for the Flex really has nothing at all to do with the Blue Oval's big crossover, but it's still cool. Available for iPhone and iPod touch users, the Flex Photo Lab is free and allows Apple gadget owners to do things like adjust the brightness, contrast, hue, and saturation of images, as well as add special effects like add glowing lines or kaleidoscopic effects to photographs. What's the connection between a big station wagon and photo retouching software? Both are intended for tech-savvy consumers, says Ford. There is a tie-in built into the app. There's a "Discover Flex" functionality that allows users to tour the vehicle's interior and exterior, and iPhone users can use the "Locate The Flex" feature to beat a path to the nearest of Hank's stores. Rather than trifle with becoming an iPhone/iPod Touch developer, Ford farmed out the task to the Tao Agency, and now that we can spiff up shots on these mobile devices, we're tempted to trade our DSLRs and fancy lenses. Nah. Press release after the jump.

[Source: Ford]


Flex App Enables iPhone Users to Enhance Photos

- Ford Motor Company has developed a unique, free software application that allows iPhone and iPod touch users to enhance their photographs.

- The new Flex Photo Lab application allows users to manipulate photos using six different filters designed to improve image quality or add dynamic special effects.

- The Flex Photo Lab and the new 2009 Ford Flex were designed to engage tech-savvy consumers.

DEARBORN, Mich., Oct. 21 /PRNewswire-FirstCall/ -- Ford (NYSE:F) is offering iPhone and iPod touch users a unique and free software application from the Apple App Store that enables them to enhance existing or new photographs, courtesy of the all-new 2009 Ford Flex.

"Flex consumers love new technology, and we know that a lot of them have iPhones, so we wanted to offer them a free application that is both a cool and useful tool," said Usha Raghavachari, Ford Crossover marketing communications manager.

Ford partnered with software developer, the Tao Agency, to develop the Flex Photo Lab application - a "mini photo shop-like" application, which allows iPhone users to take new or archived photos and apply filters to improve image quality or add dynamic effects with the touch of a finger, or a tilt and a twist.

"The application behaves essentially like the iPhone itself," said Jeff Schamanek, vice president, Emerging Trends, Wunderman, which is the Ford agency that worked with Tao to develop the software. "You manipulate the photos the same way by scrolling, pinching and tilting using the unique iPhone features."

Once users enter the Flex Photo Lab "Darkroom," they will be able to add one or more of the following filters to their photos:

 *Kaleidoscope: Tilt, twist or touch your iPhone to change photo patterns
and colors.
*Brightness/Contrast: Touch up or down to adjust brightness; left or
right for contrast.
*Hue/Saturation: Touch up or down to adjust hue; left or right for
saturation.
*Electric Lines: Touch to draw intense glowing lines on your photo.
*Spot Burner: Touch to darken, or burn, select areas of your photo.
*Spot Lighter: Touch to lighten select areas of your photo.


Raghavachari says the Flex Photo Lab offers distinct advantages over other photo applications available to iPhone users at the App Store.

"There are only a handful of applications out there that provide users with these unique filters, and ours is free," she said.

In addition to enhancing photos, the Flex Photo Lab application also allows users to "Discover Flex" through 360-degree exterior and interior views, vehicle information, and a photo gallery. There is also a "Locate the Flex" feature that uses the iPhone Mapping application to help users find their nearest Ford dealer.

Flex, Ford's newest seven-passenger crossover, offers a wide array of game-changing technologies, and is unsurpassed in its class for fuel economy, delivering an impressive 24 mpg on the highway. Pricing for the vehicle starts at $28,895, including destination.

About Ford Motor Company

Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 229,000 employees and about 90 plants worldwide, the company's core and affiliated automotive brands include Ford, Lincoln, Mercury, Volvo and Mazda. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.