Ford has been developing electric vehicle technology for more than a decade and strives to continuously position their electric vehicles as a ‘real car’ alternative for their customers. In 2012, Ford was preparing to launch the Focus Electric, a 100% electric version of its new Focus hatchback. Team Detroit decided to take a unique approach by avoiding a traditional launch and partnering with Yahoo! to create a web series called Plugged In.
Ten teams of two were recruited to explore their home city with a Focus Electric in a scavenger hunt challenge, allowing them to learn about the advantages of electric vehicles in an entertaining, real-world environment. Celebrities were enlisted to assist the teams and motivate the contestants. A branded online hub hosted the episodes and provided more information on Ford’s electric vehicle options and technology. The content was also distributed across the entire Yahoo! network.
The campaign reached a wide net of consumers who were interested in learning more about the Focus Electric and other electric vehicle options for more sustainable living.