• The New York Times, Friday, April 4, 2008 11:15 AM

An event called the "Ford Big Drive House Party" is recruiting Ford owners to invite friends, relatives, neighbors and co-workers into their homes this weekend to talk up their cars. Conducted by a marketing services company itself named House Party, the event is indicative of the growing interest among major advertisers in reaching consumers in ways that tangibly bring brands to life.

Ford has become interested enough in such approaches that it has an executive whose title is experiential marketing manager. "It's making sure you're truly connecting consumers with the product," says the executive, Connie Fontaine, "from physically to virtual ways." The house parties are meant to address the notion that Ford "has a perception issue" compared with competitors, she says.

The parties are to be held on Sunday night during the broadcast on ABC of an episode of "Oprah's Big Give." Ford is a sponsor of the series, and its products are incorporated into the show. "House Party" is selecting the hosts of the parties based on submissions from Ford owners to the company's Web site (houseparty.com) and their responses to questionnaires.

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