Campaign: Go Further With Ford Night
Nonprofit Partner: Various “Local Charities”
Launch Date: November 15, 2012
Ford dealerships will present a one-night-only fundraising event on Thursday, Nov. 15. “Go Further with Ford Night” is the cherry on top of Ford’s “Random Acts of Fusion,” an online multimedia program hosted by Ryan Seacrest promoting the 2013 Ford Fusion. For each person who visits one of the participating Ford dealerships on Nov. 15, dealers will donate $10 – up to a total of $500 – to a local charity. Participants can also enter to win one of several American Idol prize packages as well as a 2013 Ford Fusion.
Test drives are a car manufacturer’s way of “sampling” their product to consumers and Ford is one of many using cause programs to incentivize consumers to take a spin in their latest model. Although the donation is small, there are other larger incentives on the line to make consumers feel this event is worth their while. The trade off in allowing individual dealers to choose their own local charity is a looser cause-brand connection in marketing the event nationally.