Ford is teaming up with the Emmy Award-winning creators of The Amazing Race, Bertram van Munster and Elise Doganieri, to create Focus Rally: America. This will be the first real-time interactive road rally starring the new Ford Focus. Consumers will be able to engage with Focus Rally: America in three ways: watching the show on Hulu, becoming fans and followers of the rally teams on Facebook and actively playing along in challenges to support their favorite team. Not only can you follow along in real time, but you will also have the ability to impact the outcome of the game.
The rally will feature six teams of two people competing against one another to complete tasks in a challenging cross-country road rally adventure to win a $100,000 grand prize plus 10 new Focuses for fans and supporters of the winning team.
Long- and short-form webisodes will stream on Hulu five times a week. Additional content will be generated by participants, giving fans and supporters a glimpse of what is going on behind the scenes in real time across various social media platforms including Facebook, Twitter and YouTube. Content also will be posted at focusrally.com.
“We learned a lot from Fiesta Movement, and by teaming up with the talented co-creators of The Amazing Race and Hulu, we saw a tremendous opportunity to generate excitement and awareness for the 2012 Ford Focus in a unique way,” said Matt VanDyke, Ford Director of U.S. Marketing. “Ford has been in the original content space for a while, and we continuously look for opportunities to work with creative partners in a collaborative way. For us, this is a natural progression from integrating product into existing programs to creating our own.”
As the vehicle that the competitors drive in the rally, the 2012 Ford Focus will be prominent throughout the program. Players will use the Focus class-leading new technology – such as Ford SYNC®, MyFord Touch™ and the Navigation System – to complete tasks and challenges.
Ford is putting out a nationwide casting call for people to participate in Focus Rally: America.
“We’re looking for people who want to have a once-in-a-lifetime cross-country adventure,” said VanDyke. “Like Fiesta Movement, we want people who are highly connected through social media and have a built-in group of fans and supporters. They also need to have a big personality and be entertaining on camera.”
People interested in participating can apply in one of two ways. They can submit an application online at focusrally.com, where they will be asked to upload a video explaining why they would be the ideal candidate for the show. Or they can apply in person at auditions that will be held in 11 cities: Los Angeles, Tampa, Austin, Boston, Denver, Seattle, Chicago, New York, Houston, Orlando and Las Vegas.
The initial casting call schedule can be found at focusrally.com. Applications will be accepted through mid-November, and all finalists will meet with one of the show’s casting directors before the final cast is selected.
Focus Rally: America will start Feb. 1, 2011, and run for five weeks, leading up to the launch of the new 2012 Ford Focus in both North America and Europe. Fans who tune in to the show or visit their local Ford dealership will find the new Focus offers more affordable technologies and features than ever in the C-car segment.