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Ford Using Vodcasts To Push Its Edge

Brandweek, Tuesday, January 30, 2007 11:45 AM

Ford is launching a series of free video broadcasts -- known as vodcasts -- that feature popular bands and can be downloaded to portable media players from popular Web sites. Called "The Edge Music Videocast," the vodcasts will have an ad promoting the new Edge crossover at the beginning of the vodcast and between songs. Each will last about 15 seconds.

The content will have a hint of NPR-esque, "programming presented by..." rather that the overt, muscular creative that has marked most auto campaigns. "We realize that much of the audience for these vodcasts will tune out if there is even a sniff of corporateness," says Dave Sanabria, SUV marketing communications manager at Ford.

The first installment, which breaks tomorrow, will include videos with A-list hipster cachet: Cat Power, the Yeah Yeah Yeahs, Wolfmother and Gomez.

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