• by Karl Greenberg , June 26, 2012

Ford, which by now could publish a playbook on social-media launch campaigns for cars and crossovers, is launching another one for the new 2013 Fusion. The campaign also shows how television is becoming a support for digital media, as it features Ryan Seacrest, who made his name on TV. The campaign, "Random Acts of Fusion" has Seacrest guiding consumers through the launch via social media.

Ford, dubbing it a "transmedia" marketing initiative. Said Jim Farley, Ford group VP of marketing said, in a statement, “Combining social media, entertainment and unexpected consumer experiences will allow us to connect with audiences through every type of media, introducing Fusion’s profile larger than ever.”

The campaign, like Fiesta Movement and Escape Routes uses digital and experiential but also including radio, broadcast and social media to introduce the car to a chosen few who get it well before it rolls into dealerships.

The company is not saying much else yet about what the heck the campaign actually involves, except there are random acts that involve Fusion.

Said Crystal Worthem, manager, Ford Brand Content & Alliances, “Consumers will have to work together to unlock the story, and as the program evolves, will have a chance to see for themselves how Fusion is able to transform the lives of the people who drive it.”