Ford, Fox Collaborate On 'Gotham'

Ford Motor Co.’s Ford Division is partnering with Fox for a unique marketing collaboration during episodes of “Gotham: Wrath of Villains.”

Original narrative content featuring a Ford vehicle launched during the series’ winter premiere Feb. 29 and continues through March 14, with expanded content available on

Content features actor Cory Michael Smith behind the wheel of a 2016 Ford Explorer SU.

Content will showcase features of 2016 Explorer Platinum, including text-to-voice capabilities of SYNC 3 driver-connectivity system, hands-free lift gate, 180-degree front camera and active park assist.

The narrative will play out weekly through March 14 in 60-second content pieces during the Monday night broadcasts.

Extended content will be available each week on Smith, as he decodes riddles while preparing for his role of Riddler/Edward Nygma, takes viewers through the streets of New York. For help, he contacts various people involved in the show’s production, including key “Gotham” cast members, writers and members of the production team.



Along the way, viewers will see teasers and hear inside information about other villains in “Gotham.”

The product placement is a creative way to showcase some of what makes Explorer Platinum unique, says Ginger Kasanic, Ford experiential marketing manager.

“Explorer continues to be Ford’s most popular SUV with Millennial buyers — and that’s a great fit with the audience for ‘Gotham,’” Kasanic tells Marketing Daily. “Every episode has a great sense of adventure and that’s a perfect fit for the iconic Explorer.” 

The original custom content was filmed on location in New York City in late January. The collaboration marks the second straight year Ford has worked with Fox to create custom content to air alongside “Gotham.”

In 2015, the Ford Fusion was the focus of a similar integration. Those TV spots, as well as the online content, engaged with viewers during commercial breaks and highlighted vehicle features while aligning the Ford brand with “Gotham.”

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