Ready for some adventure? Ford certainly hopes so. Building on the social media success of its Fiesta Movement, Ford has launched the "Go. Do. Adventures" contest to promote the 2011 Ford Explorer. Just tell Ford about your dream adventure vacation, and if you're lucky, Scott Monty & Co. will foot the bill.
To enter the contest, all you have to do is answer this question: "If you could have a 2011 Explorer for a week in the U.S. with your family, where would you go and what would you do?" Then, submit your response to Ford via the Explorer Facebook page. Your entry can be in video or essay format, so don't feel like you need to have video editing skills to be a contender.
Entries will be judged on the basis of creativity (i.e. how unique your adventure is), feasibility (i.e. whether it's doable), and "consumer appeal" (i.e. whether folks who see video of your adventure will be inclined to purchase an Explorer). That last part is particularly important, since Ford will be sharing videos of each trip -- as well as videos from non-winners -- on its numerous social media channels.
Technically, the "Go. Do. Adventures" contest ends on November 15, 2011, but according to the rules:
Throughout the Search Period, Ford will determine up to a maximum of ten (10) winners ("Featured Submission[s]"). There is no timeline for such determination; and if at any point during the Search Period ten (10) Featured Submissions have been determined and verified, the Search will end....
Translation: get cracking. Also, contestants should probably avoid dreaming too big, since Ford has set a cap of $40,000 for all trips. So if Ford funds a full ten adventures, each will be limited to an average of $4,000, and once you factor in airfare and lodging for a week with the family...well, let's just say that scaling Mount Everest in an Explorer probably isn't going to make the cut.
Relying so heavily on social media to push the Explorer is an interesting move on Ford's part. True, the company's Fiesta Movement campaign was very successful, but the Fiesta's target Generation Y demographic is a good bit younger than the Gen X and Boomer families likely to pony up for the pricier Explorer.
On the other hand, Ford's Facebook launch of the Explorer was hugely popular, and the older set is hopping on the social media bandwagon faster than almost any other demographic, with 47% of people over 50 now using social media. In other words, the "Go. Do. Adventures" contest could pay off in a big way. And hey: if it tanks, Ford's only out $40,000 -- or one well-equipped Ford Expedition.
For more info, check the Ford Explorer Facebook page, or read the official press release below.
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Ford Explorer ‘Go. Do. Adventures’ Campaign Takes the Conversation on the Road, Continues the Momentum
- Ford is amplifying the conversation about the new Ford Explorer by kicking off “Go. Do. Adventures,” a program that asks consumers to suggest how they would use an Explorer to create their own unique adventure
- Consumers can submit their ideas in the form of essays, photos and videos through several websites, such as www.ford.com/explorer and Facebook. Ford will select the most unique responses to be brought to life with the all-new Explorer
- The latest chapter in the launch of the reinvented Ford Explorer builds on the success of the vehicle and campaign. Each part of the campaign has integrated online media, ranging from the live Facebook reveal to the ongoing dialogue on Facebook, as well as the resulting traditional print and TV ads