Yahoo! and Ford are releasing today a teaser video previewing “Plugged In,” a weekly online reality competition show coinciding with the launch of the all-new 2012 Focus Electric and airing exclusively on Yahoo! Screen, the company’s video destination.
Plugged In features two-person teams competing against each other in a series of challenges. The series begins May 28 with actor David Arquette guiding contestants through challenges at some of his favorite Los Angeles locales. Subsequent episodes will feature different celebrities taking contestants and viewers on an intimate tour of their respective hometowns, discovering hidden cultural gems and “best of” locations in their city.
The winning teams in each city will move on to participate in the finale event in Los Angeles, where they will compete with teams from other regions for the chance to win a Ford Focus Electric. The series will crown a winning team in a finale episode on Aug. 6.
“Ford is launching the Focus Electric only on Yahoo!, once again recognizing the power and reach of the Web as we continue to rely more on the power of digital media,” says Matt VanDyke, director, U.S. Marketing Communications for Ford. “The electric vehicle market will grow over time, so we electrified our popular small-car platform rather than creating a one-off vehicle, and now we can use a targeted online campaign instead of a big-budget advertisement.”
Focus Electric plays a prominent role in the competition as the car’s SYNC® with MyFord Touch® system will be used by each team to receive video, text and audio clues. The car’s navigation capabilities will help teams get from point to point, while hands-free calling will be used when the contest requires teams to make calls.
With 61 million unique visitors per month* who come to Yahoo! to watch video and 21 of the top original online video programs, Yahoo! sets the bar for best-in-class original video programming.
With its recently launched video destination, Yahoo! Screen, the development of women’s and comedy slates, and collaborations with world-class storytellers, creative partners and original voices, Yahoo! continues to build on its leadership position in video and to provide consumers and advertisers with the best premium content online.
“With at least eight out of 10 Internet users now watching online video, this is the perfect time for Yahoo! and Ford to launch Plugged In,” said Erin McPherson, vice president and head of video at Yahoo!. “We know from our insights and data that our audience is passionate about celebrity-related content and travel content, and we combined those insights with Ford’s brand goals for a truly engaging program.”
“I am excited to be a part of Plugged In on Yahoo! and take viewers to some of my favorite spots in Los Angeles,” said David Arquette.
“I am excited to be an ambassador for one of the best cities in the world, and my hometown, New York City,” said Adrian Grenier. “There are so many amazing things going on here. People are engaged and you can feel the creativity all around you. There is never a false moment. People live fully and well and are starting to really embrace clean healthy living. There is a real sense of belonging and community.”