The Super Bowl Pre-Kick Show Steals the Spotlight
Super Bowl XLV is not just about football; it's also one of the biggest stages for advertisers to showcase their creative talents. In 2011, Ford took the opportunity to promote the new 2012 Focus through the Super Bowl Pre-Kick show. Ford's director of U.S. Marketing Communications, Matt VanDyke, expressed their priority to raise consumer awareness about the 2012 Focus.
Three Unique Spots, Two for Focus Rally: America
During the Super Bowl Pre-Kick show, Ford ran three unique spots, two of which were dedicated to Focus Rally: America. These advertisements, in 30-second and 60-second formats, not only introduced the rally teams but also encouraged viewers to engage with the interactive social media program at www.focusrally.com. The third ad featured the Ford F-150 with the new EcoBoost™ engine, adding a dash of variety to the commercial lineup.
Focus Rally: America - An Interactive Road Rally
Focus Rally: America is not your typical road rally. It's an interactive adventure that would unfold over five weeks, keeping audiences engaged and excited. The show was hosted by World Cup and Olympic gold medal winner Jonny Moseley, adding star power to the spectacle.
How Fans Got Involved
Fans of Focus Rally: America had multiple ways to join the fun. They could watch nightly video webisodes on Hulu to catch the rally highlights. On www.focusrally.com, they followed the rally in real-time, interacting with the teams while on the road. For those who wanted to be more than spectators, they could register as supporters of one of the teams and assist them in completing various tasks and challenges throughout the rally. These "virtual team members" earned points through daily interactions on www.focusrally.com, with the chance to win experiences and even one of eight 2012 Ford Focus vehicles.
Impressive Diversity in Participation
Focus Rally: America drew over 10,000 participants, reflecting a diverse fanbase in terms of age and location. The program's early data indicated that fans hailed from various regions, with California, Illinois, and New York being the top three states generating followers.
The Cast of Focus Rally: America
The heart of Focus Rally: America was its six competing teams, each named after the color of the Ford Focus they would be driving. These teams represented a mix of friends, couples, and co-workers:
- Team Ingot Silver: Jeff Nash, 29, and Margot Baill, 27, both from Chicago
- Team Yellow Blaze: Bryn Drescher, 33, and Donna Ruko, 33, from Los Angeles
- Team Red Candy: Brittany Boddington, 25, and Matt Farah, 28, from California
- Team Blue Candy: Adam Lustick, 27, and Clayton Early, 28, from Brooklyn, N.Y.
- Team Black: Benjamin Kemp, 28, and Michael Pericolosi, 25, from Philadelphia and New Jersey
- Team Sterling Grey: John Jung, 28, and Carolyn Bee, 24, from Seattle
These teams embarked on an exciting journey, competing for the title of Focus Rally: America champion. The victorious duo would claim a grand prize of $100,000 and, not to forget, two brand-new 2012 Ford Focus cars.
Ford's integration of Focus Rally: America into the Super Bowl XLV Pre-Kick show was a masterstroke of advertising. It not only generated excitement for the new 2012 Focus but also engaged fans through social media, making the Super Bowl even more unforgettable.