The Pickup Truck Club concept was developed by Ford for pickup/off-road enthusiasts regardeless of model/make. The goal is to bring together people that have an adventurous spirit and are looking to communicate with each other creating an online/offline community. Online member participation is estimulated by message boards, chats amongst members and special guests and comentaries about trails. Offline activities include periodic trips to well known off-road trails and cultural/sporting events sponsored by Ford.