Perhaps signaling a more mainstream marketing focus than previously thought Ford intended to take with its Focus Electric, the automaker is teaming with Yahoo and celebrities to raise awareness among more than just early adapters via videos with a decidedly pop appeal.
Specifically, Yahoo and Ford are releasing today a teaser video previewing “Plugged In,” a weekly online reality competition show coinciding with the launch of the all-new 2012 Focus Electric and airing exclusively on Yahoo! Screen.
Plugged In features two-person teams competing against each other in a series of challenges. The series begins May 28 with actor David Arquette guiding contestants through challenges at some of his favorite Los Angeles locales. Subsequent episodes will feature different celebrities taking contestants and viewers on an intimate tour of their respective hometowns, discovering hidden cultural gems and “best of” locations in their city.
The winning teams in each city will move on to participate in the finale event in Los Angeles, where they will compete with teams from other regions for the chance to win a Ford Focus Electric. The series will crown a winning team in a finale episode on Aug. 6.
Focus Electric plays a prominent role in the competition as the car’s SYNC with MyFord Touch system will be used by each team to receive video, text and audio clues. The car’s navigation capabilities will help teams get from point to point, while hands-free calling will be used when the contest requires teams to make calls.
Locations, celebrities and airdates are:
Los Angeles –
San Francisco –
Washington, D.C. –
Jenna Bush Hager,
New York –
Finale, Los Angeles –