Ford Music Videos Star In 2011 American Idol Deal


The longevity of this partnership alone is a testament to its success. After all, Ford was an original American Idol season 1 show sponsor back in 2002.


Indeed, for the first series it is believed to have paid a bargain $10m for the ‘lead partnership’ deal (similar to the sum Coca-Cola paid in the same year).


In that first series Ford largely activated around its latest Focus model and Ford was certainly able to build great awareness of the model launch via access to the product’s core target ‘young adult’ audience. Part of the sponsorship package including a brand-specific programme segment that showed competitors driving around in a Focus.


This built on other ‘awareness building’ aspects of the partnership such as the fact that not only were Ford vehicles used for contestant transport but they were also included in show footage from the early days.


As the show has developed over the last decade, Ford has added other brands as well as the Focus. Nevertheless, in the 2011 season the car manufacturer still awarded the winner a new Focus and the runner-up another Ford model.


Also in 2011 Ford shot a series of Ford Music Videos featuring the Top 11 that aired on American Idol this past season. This film catalogue was utilised for the 2011 Tour. It was used to give tour audiences a chance to vote via text message for their favourite Ford Music Video.


Another aspect of the 2011 deal that relates to the Tour, which proved to be one of the best-selling tours of the summer as tickets continue to sell at light speed in markets across the country, saw Ford choose two lucky fans from among the participants at each show to meet the Idols backstage after the curtain comes down.


Before the scheduled performance in each city, Ford is also offering fans the opportunity to win tickets and meet-and-greet passes via Ford’s Facebook page and local radio promotions.


The other brands sponsoring the tour include the usual Idol partners Coca-Cola, AT&T and more innovatively the US Air Force Reserve.


This year’s Tour kicked off in Utah and features performances by all of this season’s top 11 finalists. Tickets for the tour are selling at a record pace, out-performing the 2010 run and making this one of the best-selling Idol tours in show’s 10-year history.





Ford has ventured into thee branded content world of music videos before – not least with its high profile (some might say ‘notorious’) backing of Alesha Dixon’s “4 U I Will” which included Ford cars and instruments made from Ford car parts – so the brand has a track record for music videos.



However, this venture into the space is more successful and less invasive as it has a useful purpose and actually offers viewers something tangible.











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