Teams competing in Escape Routes, a TV series for the 2013 Ford Escape
If you're smitten with the all-new 2013 Ford Escape, we have great news: the Escape is getting ready for its closeup, courtesy of a new TV series airing jointly on NBC and Telemundo's mun2.
Ford's roll-out of the all-new 2013 Escape has been a bit slower than you'd expect. Typically, an automaker posts a few teaser images of its newest ride, reveals it at one of the major auto shows, gobbles up ad space on cable and in newspapers, and gets the new model into showrooms lickety-split.
But Ford isn't your typical automaker -- especially when it comes to media onslaughts. As we saw with the long, slow roll-out of the Ford Fiesta and revamped Ford Focus, Ford is great at (a) finding and connecting with the right target market for each vehicle in its lineup and (b) building excitement and anticipation for those vehicles' arrivals.
To tout the new Escape, Ford has created Escape Routes. According to a press release, Escape Routes is "a new interactive reality series that will feature a cast of six teams of two participating in a unique road-trip competition with real-world challenges featuring the all-new Ford Escape."
Sound familiar? It should: it's a little like the Focus Rally that Ford created to hype the 2012 Focus. Actually, it's a lot like the Focus Rally. Evidently, Ford was so pleased with that campaign's performance, the company decided to kick it up a notch by making Escape Routes interactive and running it on not one, but two TV channels: NBC and Telemundo's mun2, the latter of which is aimed squarely at young Latino Americans.
As you might recall, casting for Escape Routes began last fall. Now, six photogenic teams have been chosen, and their fun begins in Los Angeles later this month before they drive off to New York, Atlanta, Miami, San Francisco, and Las Vegas. At each stop, they'll be met with challenges that encourage them to "tap into the fabric of the local culture". After the six-episode series concludes, the winning team will drive off in two new Ford Escapes, $100,000 richer.
While the show itself -- or at least the bulk of it -- will be taped and edited for broadcast, fans will be able to track the progress of their favorite teams in real time at EscapeRoutes.com. According to the series' Emmy Award-winning producer, Elise Doganieri, "Not only will viewers be able to follow along in real time, but followers will have the ability to impact the outcome of the game."
Those viewers will have the chance to win prizes, too, including vacations, high-tech gizmos, and, of course, a brand-new Ford Escape.
Want to learn more? Ford is hosting a Google Hangout at 3:30pm ET today -- just visit gplus.to/fordmotorcompany.
If you miss that, no worries: there'll be more info posted soon at EscapeRoutes.com before the series premiere on March 31. Showtime is Saturday nights at 8pm ET (NBC) and 11pm ET (mun2).