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Ford
Escape Routes Interactive Reality Show

RAN IN: United States

CLIENT
Ford Motor Company

Matt Vandyke - Director, US Mktg. Comm.
Crystal Worthem - Manager, Brand Content & Alliances

AGENCY
Team Detroit Inc. *Lead Agency

Curt Jaksen - EVP, Managing Partner, Brand Content & Alliances
Toby Barlow - Executive Creative Director
Kerry Doyle - SVP, Group Planning Director, Brand Content & Alliances
Emily Hamer - VP, Planning Director
Joe Minnella - SVP, Group Comm. Director, Brand Content & Alliances
Kristen Naimi - VP, Planning Director, Brand Content & Alliances
Carl Spresser - SVP, Executive Producer, Brand Content & Alliances
Brenda Yurgalonis - Assoc. Planning Director, Brand Content & Alliances


Profiles Television Productions, LLC


Rokkan


SUMMARY

Ford was unveiling a completely new Escape and needed to capture an audience that had little affinity for Ford. We needed to do something that had never been done before so our disinterested audience would notice. We knew our audience was interested in online gaming and watching reality television, so we built a program from scratch and created Escape Routes the first ever real-time, prime-time, interactive reality show, a six-week road-trip featuring six teams of two vying for $100,000 and an all-new Escape.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Mobile/Tablet, Print, Consumer Involvement

Audience: Men, Women, Brand Influencers, Young Men (20-35), Young Women (20-35)

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: Local, National

Language: English