Building on its increasing involvement with the fast-growing social media, Ford will offer “a number of people” the opportunity create their “ultimate adventure” built around the maker’s all-new 2011 Explorer SUV.
Those adventures – sponsored by Ford – will be woven into a one-hour TV special, announced Jim Farley, the maker’s global marketing chief, during his keynote speech at the 2011 Chicago Auto Show.
“A lot of people think our industry is not open to new ideas,” Farley told a room full of reporters, many representing the new world of online media. “That’s bunk.”
And he set out to prove it by describing Ford’s increasing focus on everything from the Internet to mobile smartphone apps.
With the Explorer adventure project, the company will today begin inviting potential participants to enter their ideas through a Facebook fan site, on ford.com/explorer, or through several other websites. Ultimately, the maker will choose a minimum of 10 couples to participate.