Fans played against celebrity Jenny McCarthy by submitting word suggestions through a live-stream chat.
Ford partnered with developer Zynga to promote its new 2013 Escape vehicle by hosting the biggest Words With Friends game. The Scrabble-like social game available for Facebook, iPhone and Android sees players compete against each other by making words.
Fans in the US played against celebrity Jenny McCarthy, while a photo of the new Ford Escape was revealed on giant screens. They submitted word suggestions through a live-stream chat shown on Ford’s Facebook page.
Ford aimed this initiative at young professionals and chose to team up with Words With Friends because it has over 20 million players. Ford promoted the event within the game itself, as well as offering invites on Facebook. Matt VanDyke, the director of US marketing communications for Ford, said:
By revealing the new Escape through a popular social game like Words With Friends, Ford is able to expand its reach beyond traditional social channels to mobile platforms that engage a broader audience. This will be the first of a series of social gaming initiatives that are integrated into the launch of the Escape next year.