DEARBORN - Today Ford, with the help of Fusion fans, reveals more details of its new social consumer program “Random Acts of Fusion.” The latest element of the transmedia marketing program to be revealed is the debut of a new story twist announcing the involvement of celebrity personalities Joel McHale and Kate Micucci, who join Ryan Seacrest to deliver an entertaining and interactive experience for consumers.
Ford first revealed Random Acts of Fusion just two weeks ago with a video message from Seacrest giving consumers a clue to team up to find out how they could get the chance to experience the all-new Ford Fusion first. Through online videos, fans solved the first puzzle revealing the exciting additions of new celebrity personalities, the first unique consumer experiences and how they could get involved.
“The new Fusion is a transformational vehicle and we wanted to give consumers the opportunity to be part of this transformation through the unexpected experiences and entertainment provided by Random Acts of Fusion,” said Crystal Worthem, manager, Ford Brand Content & Alliances. “Over the next few months, we are giving fans a never-been-done-before experience by combining social media, entertainment and unexpected events that will allow them to interact with Fusion all across the country.”
Using transmedia storytelling, Ford is reaching out to consumers with the new Fusion every day. Through this innovative approach, countless people will have an opportunity to take part in once-in-a-lifetime experiences with the Fusion before it even arrives in dealer showrooms.
Consumers who follow Random Acts of Fusion will have the chance to experience something unique through daily storytelling, contests, and local market events that – just like the all-new Fusion – will deliver something unexpected. Consumers can get in on the act by following Fusion at www.RandomActsofFusion.com.
Unlike any other program before, Random Acts of Fusion will play out over time through a story arc across a variety of media channels that will be driven by digital and experiential platforms while also including radio, broadcast and social media. The first national broadcast spot will air tonight on FOX and can be seen here: http://www.at.ford.com:80/news/multimedia/Pages/default.aspx?t=v&n=898.
The market leader in immersive, participatory and cross-platform entertainment experiences, 42 Entertainment, in partnership with Team Detroit, will play an integral role in developing Random Acts of Fusion. The program runs through October.
The all-new 2013 Ford Fusion
With its sleek new design, the 2013 Ford Fusion brings alive the next generation of more expressive vehicles from Ford.
In addition to its fresh face, Fusion offers the broadest selection of fuel-efficient powertrains in the midsize car segment. It offers hybrid and plug-in hybrid alternatives, a pair of EcoBoost® four-cylinder engines, a normally aspirated four-cylinder engine, front-wheel-drive and all-wheel-drive applications, and a choice between automatic and manually shifted six-speed transmissions.
On sale this fall, Fusion offers consumers seven must-have technologies including a Lane-Keeping System, adaptive cruise control, active park assist and MyFord Touch®.