The new Ford Focus Electric campaign will be entirely digital and run entirely on Yahoo, which plans to launch the Focus Electric-sponsored “Plugged In” reality competition web show in May. The series will run exclusively on Yahoo’s video destination, “Yahoo Screen.” A pair of two-person teams will engage in challenges set in 10 cities including Austin, Boston, Chicago, Los Angeles, New York, and Seattle. A celebrity (none named yet) in each city will kick off each contest. Winners will compete in a final event held in LA to win a Focus Electric. Yahoo will hype the series through its own properties and via social media buzz with the show’s celeb partners.
“The electric vehicle market will grow over time so we electrified our popular small-car platform with a targeted online campaign instead of creating a one-off vehicle with huge ad budgets,” said Matt VanDyke, director, U.S. marketing communications for Ford.
Contestants will get video, text, and audio clues for the competition through the SYNC with MyFord Touch system featured in the Focus Electric. The campaign will include Yahoo Flickr groups dedicated to the show.