FORD MOTOR COMPANY
PROGRAM
"Focus Californopia Tour" Event Marketing
OVERVIEW
Two years into the 10-city "Focus" Californopia Tour, Ford Motor
Company wanted to elevate the college tour's profile, increase on-campus awareness
and grow student attendance. TRG was retained by Ford's agency J. Walter Thompson
and created a Lollapalooza-type festival.
TRG developed "Focus" Californopia Tour '01 and '02 which travels between Orange County and San Francisco, showcasing the Ford Focus and Escape. This lifestyle marketing event captures student's attention, drives one-on-one interaction with the cars and subtly delivers product benefits to heighten purchase intent.
TRG secures the participating campuses, ensures Campus organization involvement, delivers popular musical talents like Nikka Costa, Something Corporate, Ozomatli, Save Ferris, and local market bands. The event boasts special features like a massive "Chill-out Lounge" tent where students relax on funky inflatable chairs, watch Japanese anime on big screen TVs and listen to the latest in club music. A rock climbing wall and bungee run let students compete against each other for fun prizes.
TRG develops interactive games that get students inside the cars to win prizes. And photographers take digital photos of students and pass out website cards with the Californopiatour.net address driving them to the site to check out their pictures and register to win a prize like a car.
The 2002 sponsors included Balance Bars, Coldstone and AriZona Ice Tea, Arrowhead Mountain Spring, Pioneer Entertaiment, and Outward Bound.
SUPPORT
An extensive grass-roots advertising effort delivers over 1 million targeted
media impressions through:
- School newspapers
- Mass student emails
- On-campus wild postings
- Flyers and posters
- University and Californopiatour.net websites
RESULTS
2002 attendance increased from the years passed reaching over 30,000 students.
The tour attained PR exposure in Brandweek Entertainment Marketing Newsletter
and local newspapers while californopiatour.net received over 650,000 hits.
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