In 2012, Ford’s most innovative marketing efforts centered on the launch of the 2013 Fusion. In a Âsegment that accounts for 26 percent of total industry sales, the car’s release presented a huge Âopportunity for the Detroit-based brand. To build early buzz for the vehicle, agency Team Detroit and 42 Entertainment developed the cross-platform “Random Acts of Fusion” campaign in June 2012, looking to introduce the sedan to millions of consumers before it hit showrooms in the fall.
Ryan Seacrest acted as a Âspokesperson for the initiative, which played out in a narrative arc over a variety of media channels. For example, after being launched on Facebook the introductory video had to earn 1,000 “likes” in order for the next piece of content to be revealed.
In September, Ford launched the “47 Challenges, 47 Days” chapter of the campaign. Through the interactive promotion that underscored the hybrid vehicle’s 47-miles-per-gallon fuel rating, consumers could compete in 47 challenges in an effort to win a 2013 Fusion.
During the run of the promotion, a new daily challenge was posted to the Random Acts of Fusion Web site through early November. One challenge asked consumers to create a replica of the number “47” using beans, highlighting the fact that the car’s foam comprises organic, soy-based materials. Other challenges were more experiential. Staged in 47 cities, a 47-hour scavenger hunt challenged participants to find hidden boxes with codes they could enter online for a chance to win a car. Overall, the brand reported that it had 11 million interactions with the campaign by September.
In May 2012, Forbes predicted that the automaker would lead market-share gainers in the U.S. auto industry between 2012 and 2015.
