Ford awarding LG phones at L’Oreal Fashion Week

The 'text-in-to-win' contest pimps Ford's new Lincoln MKS at the event, which is hosting more than 20,000 fashionistas.

Ford Motor Company of Canada is holding a new ‘text-in-to-win’ contest this week at Toronto’s L’Oreal Fashion Week, in which attendees can win an LG phone or a designer outfit. The Ford/LG partnership hopes to parallel innovation in auto design and technology with unique fashion design at the event, which anticipates more than 20,000 attendees.

Targeting consumers of all ages interested in fashion, the contest centres on the new Lincoln MKS. Each evening until Oct. 23, fashionistas can enter by texting ‘Lincoln MKS is fabulous.’ A designer texts back the winner from the on-site Lincoln MKS using its in-car Sync system, a voice-activated hands-free communications and entertainment platform.

Ford has been involved with L’Oreal Fashion Week for six seasons. Last year, the company presented fashion awards to Canadian designers based on consumer votes.

Toronto-based marketing agency Pareto set up the contest and is tracking entries and prizes. All media buys were done in-house at Ford.