Ford Fusion’s ‘vice’ is Slice
Ford is taking a Slice of women as the new net's inaugural sponsor. The brand will drive on-air and online executions in a program that gives a sense of the net's integration quotient.
Ford of Canada has signed on as the main sponsor driving Alliance Atlantis’ March 5 launch of the Slice Network, securing brand integration across all media for its new Fusion CUV.
On-air, the partnership will include menu frames, brand sell and sponsorship. At www.Slice.ca, Ford Fusion will dominate using pre-rolls, leaderboards, skyscrapers and big boxes. Its online promos will extend into other sites via a media buy targeting over-20, female-skewing sites and portals, including Yahoo.ca, AOL.com and Sympatico MSN.
In April, online aspects of the sponsorship will extend to a contest developed by digital agency Proximity, in which the confessions-of-a-Slice-watcher theme will carry through to Ford’s online engagement. The contest, hosted at www.Slice.ca, will engage participants using a ‘window shopping’ feature, which allows users to roll their mouse over different venues (a bar, a tattoo parlour, a plastic surgery clinic) and explore their related ‘vices’ by zooming in. When users click on their fave vices and submit an explanation for choosing their respective guilty pleasure, they will be entered into a draw for a 2007 Ford Fusion.