Ford Uses QR Code To Create Social Interest In New Escape LA Auto Show Reveal

Under wraps and QR Codes, the new 2013 Ford Escape gets an introduction by Ford CMO, Jim Farley at BlogWorld and New Media Expo in Los Angeles. Image Credit: Edmund Jenks (2011)


Ford Uses QR Code To Create Social Interest In New Escape LA Auto Show Reveal

On November 4th, during an end of day keynote presentation at BlogWorld and New Media Expo, Jim Farley, Chief Marketing Officer of Ford Motor Company, announced a social media based promotion of the next generation Ford Escape . This promotion will run daily until the Global Debut of the Ford Escape (first previewed as the concept SUV, The Ford Vertrek) at the LA Auto Show during Press Days on November 17, 2011 at the LA Convention Center.

While giving a presentation to a room full of New Media writers, Jim pointed out that the SUV car parked to his stage right had QR Codes that would connect people with an interactive support site. Anyone with a QR Code reading application loaded into their compatible iPhone 3GS, iPhone 4, iPhone 4S, and iPad 2 Wi-Fi + 3G (all require iOS 4.2 or later), would be taken to a site managed by GoldRun where each day, a new puzzle would reveal a small image of the Escape, or some related feature associated with it. Other challenges would reveal teaser videos which share more information about the Escape.

iPhone user at BlogWorld scans QR Code and launches GoldRun social media promotion for the new 2013 Ford Escape. Image Credit: Edmund Jenks (2011)

While Ford will be sharing the teaser videos on the newly minted Ford Escape Facebook fan page for those without iPhones or iPads, those with these devices will get to see the teasers first through the QR Code apps.

For example, the video demonstrating the new handsfree lift gate was first seen by users of the GoldRun app, and then hitting the public two days later.

Anyone who completes the final challenge will not only see a full reveal but will also be entered to win a vacation worth up to $3,000 through Living Social Escapes.

Image Credit: GoldRun (2011)

Download the GoldRun app here and like the new Ford Escape Facebook fan page here.

What is really cool about this is how Ford leverages its understanding of communications in a New Media world and has the confidence built through previous social media engagements to use internet and internet-based writers to engage a whole new strata of people who like to do more ... than just read.

Hopefully, we will see you at the LA Auto Show as a guest of The Ford Motor Company.