PARIS -
At the Paris Motor Show, Ford announced it is inviting just about everyone with an affinity for social networking and digital influencing to compete to participate in its inaugural global test drive of the next generation Ford Focus.
Beginning shortly after the auto show and lasting through the next few months, Ford said it will be accepting test drive applications via Facebook to attend its special test drive event. Those interested can apply via the Global Drive tab at 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,” explained Jim Farley, group vice president of global marketing, sales and service. “We’ve learned through our previous social media initiatives that turning the brand over to consumers early helps build awareness and interest in the product.”
Basically, about 100 participants will be invited to travel to Europe to spend two days with the new Focus and share their experiences. And participants selected through the Facebook application process will receive the local-market equivalent of $10,000 for a charitable cause, with up to $500,000 in contributions handed out throughout the world.
Those applying 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.
Ford said participants will be selected 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,” said Farley. “The global reach and power of 500 million Facebook members and online influencers is amazing.”
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 comprehensive look at the car. They will be asked to capture and document their experiences for sharing within their individual social network spheres.