• Ad Age, Wednesday, December 20, 2006 11:15 AM

Ford is ready to roll an estimated $80 million to launch its new Edge crossover, including a major online push with MSN.com that targets 30somethings.

It will be sole sponsor of fordedge.msn.com, where visitors can find events and activities in 25 cities or share their own suggestions. "These are very tech-savvy consumers who like social networking, and this allows us to connect with them where they naturally spend time," says Jeri Ward, the vehicle's marketing manager.

Visitors can anonymously discuss favorite activities in five areas: see, eat, trek, play and indulge. MSN has added an "Edge Bot," which allows them to make recommendations in real time following consumer questions while visitors can, if they choose, opt in for more information about the car.

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