The launch marketing programme for Ford’s new Flex three-row, seven-seat crossover includes the world’s first electronic magazine front cover on an edition of Esquire.
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The Flex will be featured digitally in Esquire’s 75th anniversary edition – the October issue will be the first mass-produced print product to use electronic paper display technology.
The front cover of the magazine and the double-page advertisement for the Flex inside the front flap feature moving words and images created using flexible electronic display technology produced by E Ink, the company that developed the technology used in Amazon.com’s electronic reader, Kindle.
Apple iPhone and Microsoft Xbox users are also amongst the target audiences.
The campaign includes two 30-second television spots directed by Mark Romanek, a music video and feature film director.
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By GlobalDataBoth spots (Grid and Lights) provide a computer-generated tour of the Flex’s design and technology features, and are backed by the music of DJ Squeek E Clean and the vocals of Santogold – an emerging singer/songwriter hailed by Rolling Stone magazine as one of the top 10 artists to watch, according to Ford.
There are four new applications for iPhone, Xbox, Dish and Yahoo. The iPhone application, which allows users to digitally manipulate photos they’ve taken on their iPhone, also will allow users to view Flex features and information, including exterior and interior 360-degree animations, photo galleries, and a dealer locator using the iPhone mapping application.
The creators developed the Flex Xbox Live Branded Destination Experience and Xbox Marketplace downloads, which gamers can use to download exclusive Flex theme packs and picture packs to their console, view Flex videos, photo galleries and get vehicle information.
The group will also be launching the Flex Dish Showcase, which allows users to link out from Flex commercials or access the showcase through their interactive programme guide. This showcase will allow viewers to look at Flex photos and videos.
The Yahoo! Go Beta 3.0 mobile media programme works on smart phones with pre- and post-roll media featuring the new Ford. Users will be able to click and view a mobile-hosted video through targeted banners running within the Yahoo! Go application.
