DEARBORN, Mich. -

In today’s digital business environment, automakers are turning more and more to alternative methods to showcase their products to consumers. Ford, for one, has jumped into a rather unique advertising platform with its marketing program revealed last week.

The automaker is hoping to generate exposure for its Fiesta and Edge products by reaching out to video-game fans, as it rolled out its virtual Ford Showroom for the PlayStation Home.

As some may know, the PlayStation Home is a social game platform on the PlayStation 3 product. Users can tap into PlayStation Home through the PlayStation Network and play for free.

The Ford Showroom will occupy “space” within the North American edition of the PlayStation Home and will let visitors check out the interior and exterior of both vehicles from Ford. While in the showroom, visitors can also check out the e Ford SYNC systems in addition to playing a game with “digital rewards.”

“The Ford Showroom gives players an opportunity to check out our vehicles in an environment where most people wouldn’t expect to see Ford,” explained Brian McClary, Ford social and emerging media specialist. “It’s another example of how we’re providing customers with ways to engage with Ford on their own terms in their own way.”

Amy Carney, president of advertiser sales for Sony Pictures Television, noted: “The Ford Showroom in PlayStation Home is the perfect place for people to explore, interact with and share these highly recognizable and popular vehicles. Their SYNC technology also has strong synergies for creating highly interactive and engaging game experiences.”

Moving along, Ford explained how the game works.

Players guide their avatars into the Ford Showroom, where they are given a “virtual T-Shirt” bearing the automaker’s logo. The visitor can then virtually check out the models and is welcomed by a virtual representative from Ford, who provides the player with information on the vehicle and games.

“Special attention has been given to the details of the vehicles so that users get as close to a showroom experience as possible,” McClary stated “We want users to really feel like they are inside one of the vehicles.”

Additionally, players can pair SYNC and the virtual mobile phone, and then SYNC launches. Users can then tap into the game menu on SYNC, which allows them to play three different games, each of which has “virtual” prizes. These prizes include a SYNC-branded virtual MP3 player and docking station to use in
PlayStation Home apartments and a virtual SYNC-branded sweatshirt.

Once the players finish all three games, they are given the grand prize: a virtual SYNC-branded digital picture frame.

“The purpose of Ford participating in PlayStation Home is not only to educate users, but to help entertain as well,” stated McClary.