FOOTBALL COMMENTATOR JAMES BROWN MASTER OF CEREMONIES IN FORD TAURUS ONLINE PROGRAM
- CBS Sports personality James Brown introduces four online vignettes, comparing the distinctive new Ford Taurus to sedans costing tens of thousands more
- Through research, Ford marketers found that passionate football fans, engaged in televised coverage from pre-game through wrap-up and active in online fantasy leagues, are likely Taurus prospects
- Selling himself on Taurus technologies, Brown recently acquired a 2010 Ford Taurus
DEARBORN, Mich., Sept. 17, 2009 – A familiar face to American football fans is calling the plays this fall, in a CBS Sports online promotion to help launch the expressively designed new Ford Taurus.
Veteran CBS Sports commentator James Brown is hosting and presenting a series of Web episodes that showcase various technologies offered in the new 2010 Ford Taurus.
“Research showed that our ‘substance seeker’ target customers for Taurus are predominantly male,” said Lew Echlin, national car communications manager for Ford. “These guys are looking for attention to detail and the latest technologies – without breaking the bank. Not surprisingly, research also told us that Taurus prospects are passionate football fans, engaged as viewers – from pre-game through highlights – and ‘plugged in’ online.”
Brown’s familiar face and voice provide the connective tissue between football, fans and features of the 2010 Ford Taurus. Introducing each broadcast vignette, Brown uses his trademark mastery of football facts and vernacular to cut through the clutter, giving prospective Taurus buyers what they need to know in fun and informative fashion. In the process, he sold himself.
“I was planning on a new Mustang,” said Brown. “Talking Taurus technology swept me off my feet. I’m now driving a new Taurus, and loving it.”
Brown and the Taurus vignettes will appear at www.cbssports.com
, within “NFL Game Recaps” and “A Break in the Action”programming. Both are elements in an integrated Ford campaign, harnessing the strength and popularity of football as a showcase for introducing the 2010 Ford Taurus to fans in the market for a distinctive sedan.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 201,000 employees and about 90 plants worldwide, the company's automotive brands include Ford, Lincoln, Mercury and Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com