We created the first ever interactive reality web series that allowed consumers a chance to engage on three different levels – watch, follow or play. Focus Rally offered everyone a way to get involved and we used multiple channels to engage them. Show content was created daily and posted first on Hulu.com and then distributed through various digital, mobile, social and game system platforms. More engaged followers could communicate directly to the teams through an interactive digital and mobile site via commenting and live chat functionality. Others could join a team and participate in daily on-line challenges that impacted the real world show. To launch the program, Focus Rally leveraged Ford’s Super Bowl Pre-kick show with in-show branding and adjacent commercial time.

The results were astounding. After just eight weeks, consumers had spent over 66 million minutes with the all-new Ford Focus and the content continues to live on. Over 500 thousand unique consumers visited the digital and mobile experiences to engage in online challenges and viewed over 8.1 million minutes of live stream content from inside the Ford Focus. While it’s still too early to determine overall sales impact in just a few weeks weeks, Focus Rally registrants have already purchased 181 new Ford vehicles.