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DEARBORN - Ford F-Series owners count on the toughness of their trucks to get the job done – whether they’re hard at work on a job site or enjoying some action-packed recreational time.
But there is another side to truck owners that Ford is bringing to light through a new program called Built Ford Tough (BFT) Good Works, which was developed as part of Ford’s title sponsorship of the 2014 Professional Bull Riders (PBR) BFT Series.
“Our customers are using Ford trucks to do good things in the community. Given the current messaging of ‘We Own Work,’ we want to show that not only do we own the ‘hard’ work, but we own the good work too,” said Travis Calhoun, Experiential Marketing manager. “Ford truck owners make a difference in their communities, not only on the business side of things but also in a heartfelt way.”
In an effort to locate BFT everyday heroes, Calhoun said Ford aired a 30-second commercial during the national broadcast of the BFT PBR World Finals last October asking Ford truck owners to share some of the ways they use their trucks to help others.
“Within minutes of the commercial airing, we started receiving e-mail after e-mail of people writing in and showing how they were contributing to their communities using their Ford trucks,” explained Calhoun.
Ford then chose 10 people to spotlight in 90-second videos to air in-stadium at PBR BFT competitions and during program time of each PBR broadcast on CBS Network and CBS Sports Network (cable). The videos are hosted by retired bull rider Brendon Clark.
Four videos – including an introductory piece – have already aired. The rest will run during PBR BFT events throughout the remainder of the season.
One video features a gentleman who uses his Ford truck to operate a food bank in Oklahoma. Another video highlights a man who collects scrap metal, turns it in for cash and donates it to Hurricane Sandy Relief. And the third showcases a man in San Diego who started a Wall of Honor in his community for people who have served in the military.
“I received an e-mail from the gentleman in San Diego featured in that video which was shown at Cowboy Stadium with 40,000 fans present,” said Calhoun. “Not only did he receive a round of applause in the arena, but after the piece aired on television he received a call from his old Vietnam captain who served with him in the war. They had lost touch and he reached out to get in contact with him. It was a very touching moment for all of us involved.”
Ultimately, each of the people featured in the videos as well as everyone else who submits their personal story online will be entered for a chance to win a VIP trip for two to the PBR BFT World Finals in Las Vegas and a new 2014 F-150 with EcoBoost. The winner will also receive another 2014 F-Series truck and a $25,000 donation that will go to their favorite charity.
“It is a win-win situation for everyone involved,” said Calhoun.
Click the below images to watch the first four videos. And check your local listings for future PBR BFT Series broadcasts on CBS.
Ford Good Works Introductory Video
Dave Delbianco, Hurricane Sandy Relief Video
Norman Ferguson, The Caring Kitchen Video
Dan Foster, Wall of Honor Video
If you would like to nominate yourself or another Ford truck owner who does good work in his or her community, you may submit an application here.