Ford has rolled out a campaign for its new Escape SUV, centering its digital strategy around a Web series.
Later this month, Ford debuts “Escape My Life,” an online comedy series starring standup comedian Natasha Leggero, actor Joe Lo Truglio, and the Escape itself. The show couples Hollywood wardrobe designer Skylar Browning, played by Leggero, who is in need of a new car and in turn receives an Escape, with Barry Gruber, played by Truglio, a product specialist who knows the ins and outs of the Escape.
“Instead of traditional online banner ads and feature-benefit commercials, the webisodes present the Escape in the context of everyday life,” said Brock Winger, digital marketing manager for Ford’s Escape. “Some people have advertising and brand blindness and we are hoping this is a way to break through and touch people with content they enjoy.”
“Escape My Life” will run for eight episodes and will be distributed via the Ford YouTube channel, as well as Hulu, AOL, MSN/Wonderwall, Glam Media, Tumblr, Facebook and other online outlets. Ford is also running video ads online to drive people to the series.
It’s the first time that Ford is going for such a content-heavy approach in its marketing, according Winger. He said that from a high level, Ford is attempting to create content that shows people the Escape in action, instead of telling them about the car. Advertising nowadays tells people about products and their features.
“This content is more about the consumer than it is about the Escape,” Winger said. “And the way we are distributing it, we are not forcing them to stop what they are doing online. We’re distributing it through digital properties where people already are.”
More in Marketing
Lifestyle brand Stanley 1913 uses AI behind the scenes — but execs claim it won’t touch ad creative
Not every brand is racing to let AI anywhere near its ads. Stanley draws the line there on purpose.
TikTok’s Kat Marquez unpacks NBA and WNBA creator deal
TikTok’s latest move to secure its share of the leagues’ growing audiences sees it play gatekeeper between creators and rights holders.
As athletes embrace owned media properties, they’re pushing for more involved brand deals
The NBA player’s union is pushing for stars to have a bigger say in brand deals. It highlights a larger shift in sports and creator marketing.