Reaching its target audience of young buyers is something Ford knows a thing or two about.
And its latest foray using social media to jazz up interest in the all-new 2013 Ford Escape compact crossover is designed to attract “dynamic, fun-loving” individuals who want to compete in a unique road-trip competition across the country, featuring, of course, the Ford Escape.
Escape Routes – what it is
In essence, this is a road trip where six two-person teams will arrive in a new city to compete in a series of “spontaneous adventures and interactive social gaming challenges,” according to a Ford press release. Of course, they’ll be using their Ford Escapes in the process.
“Escape Routes is an adventure that takes people through the digital world and the real world,” said Crystal Worthem, manager of Ford branded content and alliances. “You can see the country with your brother, your mother or your best friend while completing exhilarating challenges. Who wouldn’t want to do this?”
The “Escape Routes” road trip begins in March, but right now Ford is looking for prospective contestants with a series of 10 “casting calls” in these cities:
- December 3 – Los Angeles
- December 10 – Chicago and New York
- December 17 – Dallas and Boston
- January 7 – Seattle and Miami
- January 14 – San Francisco and Atlanta
While the 10th city is still being selected, Ford tells FamilyCarGuide the cities were chosen because they’re big and vibrant, have a large population size and, therefore, a huge pool from which to attract people to attend the casting calls.
Why start in Los Angeles? With live, in-person casting calls scheduled for nine cities, the kick-off in Los Angeles is all about creating more buzz.
For more information on how the competition works, check out coverage in SocialCarNews.
How to apply
Anyone with six weeks to spare and a yen for an awesome escape in a Ford Escape should go to EscapeRoutes.com and fill out the required application.
Points to keep in mind: You must be 21, have a valid driver’s license, not be a member of the Screen Actors Guild (SAG), and various and sundry other points covered in the official rules.
Perhaps the biggest requirement, however, is that you’re good with social media. You’ll need that to be a better competitor if you do land a spot on one of the six two-person teams.
People can apply anywhere across the U.S. by submitting their video to EscapeRoutes.com.
Crystal Worthem has a few words of encouragement to anyone who wants to be selected. “Show your adventurous spirit and let your personality shine.”
If that’s not enough to get you interested, the grand prize is $100,000 for the team, and each team member will not only receive a new Escape, but also the adventure of a lifetime.