Ford has created a test drive like no other to kick-start the launch of the next-generation Ford Focus. The company is inviting digital influencers – established and aspiring alike – to participate in the inaugural global test drive of the next-generation Ford Focus. Winners will be among the first in the world to drive the all-new Focus ahead of its arrival in European and North American dealerships in early 2011 – and raise money for their favorite charities in the process.
The Focus Global Test Drive – Start More Than a Car program is another concrete example of the ongoing commitment by Ford to involve customers in the product development process and encourages them to tell the Ford story.
Beginning shortly after the 2010 Paris Motor, test-drive applications will be accepted to attend this first-of-its-kind event via Facebook on the Global Drive tab.
“The Global Test Drive gives us an opportunity to reach out to consumers around the world and involve them in the launch of our new Focus while giving to their local charity,” said Jim Farley, Group Vice President, Global Marketing, Sales and Service. “We’ve learned through our previous social media initiatives that turning the brand over to consumers early on helps build awareness and interest in the product.”
Applicants will be asked to submit a video clip to the Focus Facebook page explaining why they should be selected to participate in the event and how they might “Start Something More” with a charitable cause in their community with a donation from Ford.
Each driver will be awarded the local-market equivalent of $10,000 (USD) for a charitable cause, with up to $500,000 (USD) in total contributions around the world.
Participants will be chosen based on a combination of their reach in social networks, content creation skills and volume of “likes” generated, among other factors. Ford also will invite established bloggers and online influencers.
The Focus Global Test Drive event will be held in early 2011 in southern Europe. Behind-the-wheel activities will be designed to give the participants an early yet comprehensive look at the next new car from Ford in fun and unusual ways. Participants will be asked to capture and document their experiences for sharing within their individual social network spheres.