Ford conducts Stay on the Edge promotion
By Adnews Staff
Ford of Canada has begun a new campaign to promote its Edge vehicle. The promotion is based on an online contest located at <http://www.stayontheedge.ca>. Each visitor to the site takes the form of a small animated character standing on the roof of an Edge with a group of other characters. One by one, characters are pushed off the car. When a player’s character is eliminated, he or she will receive an email or text message with instructions for returning the character to the competition. The last player remaining each day will win an Apple IPod MP3 player. The grand prize winner will receive a 2007 Ford Edge. The contest is being promoted with print advertising, Web ads on Canada.com and with 60-second vignettes on the Global Television Network. These vignettes, which are running during episodes of Prison Break, Las Vegas and House, are made to replicate the look of each show. Each commercial features a lead character who is trying to find a way to “Stay on the Edge.” According to Ford, this is the first time vignettes such as this have been used in Canada. “This revolutionary television advertising is coupled with our online and print ads, creating a truly integrated marketing campaign surrounding the Ford Edge,” said Jeff Morton, e-business and CRM manager, at Ford of Canada. The promotion will run until Dec. 1. Advertising for Ford is handled by Young & Rubicam. The company’s media agency is Mediaedge:cia.