The host of Fox's "American Idol" will be featured in an upcoming advertising campaign that will pitch the 2013 Ford Fusion.
Seacrest will help spearhead Ford's "Random Acts of Fusion," which will introduce the model to potential consumers across the country prior to its official debut. Ford will run the campaign through radio, broadcast, social media and Internet channels.
"Through this innovative approach, countless people will have an opportunity to take part in once-in-a-lifetime experiences with the Fusion before it even arrives in dealer showrooms," Ford said, and we're still trying to figure out exactly what that means, but that's the power of suggestion.
Ford has been an 'Idol' sponsor since Season 1 a decade ago, and its promos ever since have included providing the two 2008 finalists with new Ford Escape Hybrids, giving away an American Idol Edition Fusion Hybrid (complete with an in-car karaoke set-up) to a contest winner in 2009 and a 2010 promo that let Idol finalists design their own Ford Fiestas.
Last month marked the best May ever for the Fusion, which moved 26,857 units, up 8.9 percent from a year earlier. Through the first five months of the year, Ford sold more than 112,000 Fusions, making it Ford's second-most popular to its F-Series trucks.
Ford launches all-new Fusion with breakthrough transmedia marketing program, "Random Acts of Fusion," aimed at introducing the new car to millions before it hits showrooms this fall
TV and radio host and producer Ryan Seacrest teams up with Ford, guiding consumers through the interactive journey to launch Random Acts of Fusion, helping them participate through his multimedia platforms
DEARBORN, Mich., June 26, 2012 – Ford announces a new social consumer program for the highly anticipated all-new Ford Fusion that aims to shatter the bounds of immersive entertainment with "Random Acts of Fusion." The unique transmedia marketing initiative promises to be as groundbreaking as the all-new Ford Fusion – a vehicle poised to dramatically change the face of the midsize car segment, delivering an entertaining and experiential introduction for the new sedan.
"We are taking a completely unique approach to introduce the new Fusion with a transmedia program, launching this transformational vehicle that over-delivers with its distinctive blend of style, intelligence and technology," said Jim Farley, Ford group vice president, Marketing, Sales & Service. "Combining social media, entertainment and unexpected consumer experiences will allow us to connect with audiences through every type of media, making Fusion's profile larger than ever."
Random Acts of Fusion will star a number of personalities from consumers to celebrities – including Emmy Award-winning TV and radio host and producer Ryan Seacrest – as the program crisscrosses the country introducing the all-new Fusion to millions.
"It's a privilege to partner with such a stellar multinational brand as Ford," said Seacrest. "I'm excited to help Ford bring the Fusion to life through what I believe is going to be a very entertaining and surprising interactive consumer initiative."
This unique initiative builds further on the success of out-of-the-box thinking that led to trailblazing Ford social consumer programs such as the Fiesta Movement and Escape Routes. Using transmedia storytelling, Ford will reach out to consumers with the new Fusion every day.
Unlike any other program before, Random Acts of Fusion will play out over time through a story arc across a variety of media channels that will be driven by digital and experiential while also including radio, broadcast and social media.
Through this innovative approach, countless people will have an opportunity to take part in once-in-a-lifetime experiences with the Fusion before it even arrives in dealer showrooms.
As time goes on, people will better understand why the program is titled Random Acts of Fusion and how that relates to the car itself.
"Life is all about acts – big and small – and through Random Acts of Fusion, this vehicle and program will take real people to unexpected places," says Crystal Worthem, manager, Ford Brand Content & 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."
Consumers can start to piece the puzzle together by visiting the Ford Fusion Facebook page to find out more details this week.
Cross-platform storytelling pioneer 42 Entertainment in partnership with Team Detroit will play an integral role in developing Random Acts of Fusion. The program runs through the end of October.
The all-new 2013 Ford Fusion
With its sleek new design, the 2013 Ford Fusion brings alive the next generation of more expressive vehicles from Ford.
In addition to its fresh face, the all-new Fusion offers the broadest selection of fuel-efficient powertrains in the midsize car segment. It offers hybrid and plug-in hybrid alternatives, a pair of EcoBoost® four-cylinder engines, a normally aspirated four-cylinder engine, front-wheel-drive and all-wheel-drive applications, and a choice between automatic and manually shifted six-speed transmissions.
On sale this fall, Fusion offers consumers seven must-have technologies, including a Lane-Keeping System, adaptive cruise control, active park assist and MyFord Touch®.
The new Fusion is the first vehicle from Ford's new global CD platform. An all-new Mondeo for Europe and Asia will be introduced later this year and is scheduled to start arriving in dealerships next year. By 2015, more than 10 new products from this platform will account for approximately 1 million global vehicles each year.
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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 166,000 employees and about 70 plants worldwide, the company's automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford and its products worldwide, please visit http://corporate.ford.com.