Ford begins Bronco contest
By Derek Winkler
Automaker Ford Canada has begun a promotion called “Doors Off December” in support of its Bronco sport utility vehicle. The effort, developed by Wieden & Kennedy, focuses on the ways in which Canadians withstand cold temperatures while participating in outdoor activities. It promotes the winter off-road capabilities of the vehicle. The promotion consists of a contest conducted via Instagram and TikTok. Five winners will receive trips to an event called the “Bronco Off-Roadeo” in Tennessee. Consumers can enter by submitting an answer to the question, “What’s the wildest thing you’ve done in the cold outdoors?” The campaign also includes street posters, influencer activities and limited edition branded merchandise.
“Winter cold doesn’t dictate how Canadians spend their weekends, it enhances it,” said Nalini Dutta, marketing communications manager at Ford Canada. “We’re introducing this online contest to challenge Bronco owners to embrace the season and the unique adventures Bronco owners have access to.”