To create buzz for its Sync technology offered in Ford Lincoln and Mercury vehicles Ford is connecting with consumers in 28 cities at state fairs festivals and other family events through next month. The tour is broken up into several challenges to target consumers of all ages and teach them about the product. The Sync challenges include Sync That Tune the Sync Tech Challenge and Sync Count Challenge.
“The most important thing we want to communicate is our new and innovative technologies to the consumer but at the same time we want to make it fun and engaging ” Gabrielle Senatore mobile marketing manager at Ford told Buzz. “It’s fun to watch people stand in line and compete as they do and get in to it.”
In Sync That Tune based on the game show “Name That Tune ” two consumers take on the task of guessing the name of songs led by a product-knowledgeable emcee. Winners receive a branded fan. The Sync Tech Challenge gets consumers (an entire family can play at once) inside a Ford vehicle to use its voice-activated Sync technology and Sirius Travel Link. The challenge includes searching for the closest gas station and cheapest gas as well as finding a movie theater planning alternate routes to avoid traffic getting the weather and sports scores. Onlookers can check out the activity on a giant plasma screen showing live camera feed from inside the vehicle. The Sync Count Challenge is a sweepstakes that asks consumers how many musical notes can fit into the Sync logo with a chance to win prizes like $500 gas card.
To play each challenge consumers register at a front desk where they receive a coded wristband a way for Ford to collect leads for future contact. Once registered consumers can play all of challenges by scanning their wristband code at each challenge station for more data collection.
In addition to the challenges consumers can check out an interactive kiosk manned by a product expert for some more data collection. So far the tour has delivered more than 61 000 product engagements and hopes to reach 71 000 by the end of the tour next month. Agency: Xperience Communications Detroit.