Ford introducing all-new Fusion with 'transmedia campaign'

(July 2, 2012) DEARBORN, Mich. — Ford has announced a new social consumer program for the all-new Ford Fusion, “Random Acts of Fusion.” Ford officials say the transmedia marketing initiative promises to be as groundbreaking as the all-new Fusion — "a vehicle poised to dramatically change the face of the midsize car segment, delivering an entertaining and experiential introduction for the new sedan."
“We are taking a completely unique approach to introduce the new Fusion with a transmedia program, launching this transformational vehicle that over-delivers with its distinctive blend of style, intelligence and technology,” said Jim Farley, Ford group vice president, Marketing, Sales & Service.

“Combining social media, entertainment and unexpected consumer experiences will allow us to connect with audiences through every type of media, making Fusion’s profile larger than ever.”
Random Acts of Fusion will star a number of personalities from consumers to celebrities – including Emmy Award-winning TV and radio host and producer Ryan Seacrest (pictured at top) — as the program crisscrosses the country introducing the all-new Fusion to millions.
The initiative builds further on the success of out-of-the-box thinking that led to trailblazing Ford social consumer programs such as the Fiesta Movement and Escape Routes. Using transmedia storytelling, Ford will reach out to consumers with the new Fusion every day.
Unlike any other program before, Random Acts of Fusion will play out over time through a story arc across a variety of media channels that will be driven by digital and experiential while also including radio, broadcast and social media.
Through this approach, countless people will have an opportunity to take part in once-in-a-lifetime experiences with the Fusion before it even arrives in dealer showrooms.
As time goes on, people will better understand why the program is titled Random Acts of Fusion and how that relates to the car itself.
“Life is all about acts — big and small — and through Random Acts of Fusion, this vehicle and program will take real people to unexpected places,” says Crystal Worthem, manager, Ford Brand Content & Alliances. “Consumers will have to work together to unlock the story, and as the program evolves, will have a chance to see for themselves how Fusion is able to transform the lives of the people who drive it.”
Consumers can start to piece the puzzle together by visiting the Ford Fusion Facebook page to find out more details this week.
Cross-platform storytelling pioneer 42 Entertainment in partnership with Team Detroit will play an integral role in developing Random Acts of Fusion. The program runs through the end of October.
The new Fusion is the first vehicle from Ford’s new global CD platform. An all-new Mondeo for Europe and Asia will be introduced later this year and is scheduled to start arriving in dealerships next year. By 2015, more than 10 new products from this platform will account for approximately 1 million global vehicles each year.

The Fusion will hit showrooms this fall.