Ford is kicking off a social test-drive event unlike any other for the next generation Ford Focus! The company is inviting bloggers, social media specialists, and Facebook connections to the first global consumer test drives of the all-new Ford Focus so they can share their experiences with friends and followers before the car arrives at dealerships.
100 participants will be chosen from around the world to travel to Europe in 2011 to spend a couple of days discovering the Focus and sharing their experiences online. Plus, those people chosen through Facebook will receive about $10,000 (USD) for a charitable cause, with up to $500,00 in total contributions around the world.
Here’s the official announcement from Ford:
Ford announced today at the Paris Motor Show that it 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 dealership arrival in Europe and North America 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 Ford’s ongoing commitment to involve customers in the product development process and encourages them to tell the Ford story.
Beginning shortly after the Paris Motor Show and continuing during the next few months, test drive applications will be accepted to attend this first-of-its-kind event via Facebook on the “Global Drive” tab at http://facebook.com/fordfocus.
“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.
“We’ve applied lessons learned from our Fiesta launch in China and the Fiesta Movement in the United States, where 100 Ford Fiestas were given to social media influencers to drive for six months to develop this unique approach. The global reach and power of 500 million Facebook members and online influencers is amazing,” added Farley.
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.
