In an effort to stay one step ahead of the media blitz launched by fellow Detroit automaker, GM, Ford has launched a new marketing campaign involving the 2010 Ford Fusion Hybrid, relatively unknown comedian Mark Malkoff, and a 28-day road trip. It sounds like the campy plot to a Nickelodeon movie, but Ford’s goal is not to see how many painful eye rolls it can elicit in one sitting but rather to showcase the Fusion Hybrid’s astounding fuel efficiency. According to the press release, Malkoff’s lofty goal is to see how many mayors east of the Mississippi he can convince to hand over the keys to their cities while using Ford’s hand-free SYNC system to keep all 10 of his fans updated on his progress via Twitter, Facebook, and Flickr.
“Mark came to us with the idea, and we loved it,” said Jeffrey Eggen, manager, Ford Car Experiential Marketing. “It fits in well with our strategy to raise awareness of our new Ford vehicles by getting real customers behind the wheel and letting them tell their own story.”
Malkoff, whose high-brow comedic antics include racing to visit every Starbucks in Manhattan in one day and camping out on an AirTran airplane, is extremely enthusiastic about the trip and has high hopes for success. By the trip’s conclusion on November 1, Malkoff hopes to have collected the keys from 100 cities. “Once people start finding out about this, mayors from all over the country are going to be Twittering me to come to their cities,” joked Malkoff. “I like doing things that on paper look almost impossible to pull off.”