Ford's Community Focus
Ford is taking the local route with their F-150 EcoBoost Challenge that's includes a multi-platform campaign designed to engage truck fans in an eight-city (Denver, Houston, Kansas City (MO), Louisville (KY), Orlando, Pittsburgh, Raleigh, San Diego) competition.
For this initiative, Ford has recruited eight social media influencers (including the founder of Orlando's cultural thedailycity.com; the social media manger for American Eagle Outfitters; and, a middle school life science teacher who moonlights as an auto blogger) to take a F-150 for a week and show what they can do for their communities.
Participants will be judged in three categories: best average miles per gallon; the number of volunteers (up to 50) who turn out for a local event on Saturday, August 27th; and, finally the number of fan votes for each city.
Contestants compete to improve their community by building or beautifying with the aid of the Ford F-150 to make it happen. Projects range from a food drive to gardening endeavor. Each competitor is given a stipend of $500 along with the sheer horse power of Ford's social media team to drive awareness of their events.
Between Ford's Facebook page (792,610 fans) and the Ford Truck page (244,918 fans), the Blue Oval brings to bare over 1MM fans. The winner will be chosen based on a point system.
The winning city will receive two gasoline giveaways courtesy of Shell, at two locations for two hours and twenty-minutes, signifying the average MPG that the F-150 gets per highway. The winning driver receives free tank fillups for a year.
"Each of our drivers certainly has resolve when it comes to sticking up for their community and through the EcoBoost Challenge, we want to redefine what it means to be Ford Tough," Craig Daitch, US Manager of Social Media, Ford Motor Company.