Ford uses iPhone to (sorta) promote Flex
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.
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Reader Comments (Page 1 of 1)
AntBee 8:44AM (10/22/2008)
I saw a Flex in person for the first time last week. It was all white, and I liked it in a strange sort of way. They are huge though.
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hatchbacks are cool 8:45AM (10/22/2008)
crossover there no such thing it's a station wagon.
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xamnotrub 9:22AM (10/22/2008)
Ford, a car company in partnership with Microsoft advertising their car/wagon/SUV-thing on an Apple product.
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ojrkraftwerks 12:05PM (10/22/2008)
Exactly what I was about to say. Ford even advertises SYNC in the Flex commercials...
-OJR
BobinCobb 10:06AM (10/22/2008)
This was the 100,000 unit a year vehicle that Ford ballyhooed early this summer. A dumpster shaped station wagon. To date, in the car-happy Atlanta area, I've only seen two !
How ya' doing on the other 99,998 Ford?
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inteller 11:27AM (10/22/2008)
this thing is the next Freestyle/Taurus X.
It will be gone in a few years.
Ron 2:22PM (10/22/2008)
I agree; Am I the only one who thinks the price is totally out of whack on these things? I saw one on the lot for almost $40 grand.
Even if you can get past its looks (I can't), it's waaay too much money for this kind of vehicle.
Carney 10:31AM (10/22/2008)
Here's a thought. Making the Flex live up to its name by making it an actual Flex Fuel Vehicle. FFVs are normal gasoline powered autos with the added ability to use alcohol fuel whenever they can find it, in the same fuel tank, in any mix with gasoline. Who pioneered this technology? FORD - in the late 1980s. What does it cost to do? About $100 per car. What is methanol fuel selling for these days? Less than $2 a gallon.
What a stupid waste of potential. It's almost offensively stupid that Ford, the innovator of FFV tech, is selling a car that is crippled and forced to only be able to burn gasoline, and yet CALLED THE "FLEX".
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Tagg 11:56AM (10/22/2008)
Here we go with "the Flex will be gone because they can't sell any!" talk. Remember, this product was launched in one of the worst times in automotive history. With a credit freeze and people simply not buying anything of course this vehicle would struggle. Even the almighty Toyota and Honda have struggled with anything bigger than Civic/Corolla in the time period this has been on the market.
The statement about selling 100,000 per year was made a long, long time ago. A lot has changed since that statement has changed.
On the marketing front you can see the difference Farley has made in Ford. A few years ago Ford wouldn't have put an ad outside of a handful of magazines. I have to say I have seen ads for the Flex in every form of media there is as well as other Ford products.
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