Ford draws Focus to the Web in new ad campaign

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Ford Motor Co.'s Ford Division breaks new national print, newspaper and banner ads the week of Feb. 28 directing prospects to (, the Web site for its new Focus small car. For the marketer's second round of live TV Focus spots arriving March 8 on ABC, consumers who visit the site can accumulate points for prizes by answering multiple choice questions picking actors and scenarios in upcoming spots. J. Walter Thompson USA's Detroit office handles. Consumers with the most points can win prizes from Sony Corp. The grand prize is a Song limited edition Focus. The new approach lets consumers interact with Ford and gives the marketer data about prospects. The first round of live ads, which ended in early November, weren't interactive.

Copyright February 2000, Crain Communications Inc.

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