Some automotive marketing campaigns use celebrities to advertise new cars, while others use customer-centric contests, but Ford is combining both approaches to promote the upcoming release of its all-new 2013 Fusion. The automaker’s Random Acts of Fusion campaign has kicked off, using TV personalities Ryan Seacrest, Joel McHale and Kate Micucci to distribute 100 models of the 2013 Ford Fusion for fans to try out before its arrival this fall.
As a detailed ‘transmedia’ campaign running through October, Random Acts of Fusion is using online video, TV, radio and social media to develop a storyline involving Seacrest, McHale and Micucci that gives the public chances to participate in a broader 2013 Fusion documentary. Ford fans can share their ideal Fusion moment online, whether it is an elaborate road trip or a quick ride to volunteer at a local homeless shelter, and the automaker will choose 100 of the best entrants and document their trip in a 2013 Ford Fusion.
“The new Ford Fusion is a ground-breaking vehicle in the midsize segment, so it’s only appropriate that it is introduced with a ground-breaking campaign,” said Alan Melkonian, owner and general manager of Stoneham Ford, a Ford dealer in Massachusetts. “We’re encouraging our customers to submit their thoughts on where they’d take the 2013 Fusion, because New England has so many great spots that we’d like to see featured.”
In addition to putting fans behind the wheel of Ford’s latest midsize sedan, the Random Acts of Fusion campaign showcases Big Acts, which give participants a chance to win free vacations by submitting themed videos and photos. Ford has also organized an assortment of Pop-Up Acts, which invite the public to join the 2013 Fusion at regional events that range from concerts to free coffee at local coffee shops. Those interested in participating in the Random Acts of Fusion campaign can visit www.randomactsoffusion.com.
Featuring bolder, sleeker styling, the 2013 Ford Fusion will be available with both gas and hybrid powertrains when it goes on sale, while a plug-in hybrid option will arrive in early 2013. Among the gas engines will be 1.6-liter and 2.0-liter EcoBoost units, which simultaneously increase power and fuel efficiency over conventional engines by using turbocharging, direct injection and twin independent variable cam timing. Inside the new Fusion, buyers can opt for a variety of technologies, including SYNC with MyFord Touch, adaptive cruise control and a Lane Keeping System that warns drivers of unintentional lane departures.
Even with a new 2013 model on the way, the 2012 Ford Fusion continues to be a hot seller at Ford dealerships. Sales of the Fusion reached 24,433 units last month in the United States, netting a 17-percent increase year-over-year and setting a June record for the vehicle. Through the first half of 2012, Ford has moved 136,849 Fusion models, a jump of 4 percent compared to the car’s record first half sales last year.
“One of the reasons that the 2012 Fusion has been so popular is that it offers a variety of drivetrain options to meet each buyer’s ideal mix of power and fuel economy,” added Melkonian. “The 2013 model will take that variety to another level, with five efficient engines to choose from. But regardless what engine you decide on, you’ll still get to enjoy the Fusion’s aggressive new design.”