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At Ford’s urging, Ford owners across the country will be hosting parties this weekend, during the Saturday airing of ABC’s Oprah’s Big Give, to talk up their cars to friends, family members, neighbors and co-workers.
The event, called the Ford Big Drive House Party, was conceptualized by Ford - in conjunction with marketing services House Party - as a way to dispel the image that Ford is not as good as its competitors, writes The New York Times. Hosts were asked to let friends sit in and even drive their Fords.
Hosts of the parties are not being paid, but will receive gift packages. They’ll also be entered into a sweepstakes with a chance to win big cash and free Fords… to be donated to their favorite cause. House Party selected hosts from more than 4,000 submissions to a website.
Ford products are being incorporated into the episode of Oprah’s Big Give.
Such experiential marketing tactics have become hot in recent years as marketers look for a way to bring brands to life and engage consumers. NBC has used House Party to put on parties for shows like The Biggest Loser, Friday Night Lights and Lipstick Jungle.
John Miller, CMO at NBCU Television Group, says the tactic has been “pretty effective.”
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