Ford Motor Company has linked up with cereal maker Kellogg’s and supermarket chain Target to promote its Fusion mid-sized car for the next month.
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The promotion, which started this week, includes advertising on cereal packaging and the distribution of 600,000 Fusion Hot Wheels toy car in boxes of Froot Loops, Apple Jacks, Frosted Flakes and Cocoa Krispies.
The manufacturer will give away one real Fusion car to the person who buys a cereal packet containing the only red toy car with Target’s logo on the side.
Ford spokesperson Monte Doran told just-auto: “From our perspective we have just launched the Fusion, and are starting from scratch with a brand new car and brand new name.
“It is a strong model, which research has shown is bought by six out of 10 shoppers who come into the show room and test the car, but we also need to get people to add it to their shopping list in the first place.”
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By GlobalDataOther promotions for the Fusion, which is selling around 14,000 units per month, include partnerships with NASCAR racing and pop star Kelly Clarkson’s 2006 “Addicted” tour.
“We hope to sell 100,000 Fusions this year and take some sales away from Toyota and Honda. Adding the Fusion to our car line has added value, market share, and enabled us to achieve gains,” Doran said.
Joe Ayling
