Ford Motor Co. confirmed yesterday that it is indeed entering the programming business, with plans to produce both its own television reality show and an online documentary series.
Although the company revealed few details, the reality show is expected to focus on contestants helping Ford design new cars--perhaps a new version of the Mustang. In the process, the series will
provide a behind-the-scenes peek at Ford's design and development process, which the company hopes will portray it as cutting edge and excite consumers.
The online documentary has a similar goal
of taking consumers inside the company in a bid to charm them with its innovations and dedication. Starting this summer, the company will make available a two- to three-minute video each week that
seeks to give viewers an up-close look at the struggling automaker's attempts to right itself. Ford promises access to important company decisions and a look at "the inside-workings of the automaker
as it designs, engineers, and brings to market new designs to fuel the turnaround in the company's North American automotive business."
The programming forays are part of Ford's new "Bold Moves"
marketing campaign, in which one of the goals is to differentiate the Ford, Lincoln and Mercury brands. Agency JWT Detroit developed the campaign.
For television spots, Ford has already purchased
time on ESPN's "Monday Night Football" this fall and other high-profile events.
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