Reality Show to Feature Ford
Larry Jewett - March 16, 2012 09:12 AM
Ford is teaming up with NBC and eight-time Emmy Award-winning reality producer to create “Escape Routes,” a prime-time reality TV show that will air on Saturday nights on NBC and mun2 beginning March 31.
“Escape Routes” is a new interactive reality series that will feature a cast of six teams of two participating in a unique road-trip competition with real-world challenges featuring the all-new Ford Escape.
“This is the first time an automaker has used prime-time television to launch a new vehicle and it is a great showcase for the all-new Escape,” said Jim Farley, Ford group vice president for Global Marketing, Sales and Service. “‘Escape Routes’ builds on the success of Ford’s previous social engagement programs and takes it to the next level with TV. This is another example of the innovative ways Ford is reaching consumers.”
The show will air for six consecutive episodes and is hosted by reality TV show personality Rossi Morreale who has hosted a variety of network and cable TV programs. The show airs Saturday evenings at 8 pm/ET on NBC and will also air on mun2, the leading bicultural cable network for young Latino Americans, Saturday nights at 11 pm/ET. This is the first time Ford will air a series using both a general market broadcast and bilingual cable network. Each episode will also air on nbc.comand mun2.tvthe day after the broadcast.
“At NBC, we continue to look for breakthrough ways to work with our partners and the ‘Escape Routes’ program was a unique opportunity that we hadn’t seen before,” said James Hoffman, executive vice president, Sales and Marketing, NBC. “We’re excited about the show and think the concept of ‘Escape Routes’ and its unique use of social media will add a compelling element to Saturday nights.”
“Escape Routes” will be produced by eight-time Emmy Award-winning producer Elise Doganieri in addition to David Leener from the Profiles Television team.
“Escape Routes” is a unique road-trip competition with real-world challenges featuring the all-new Ford Escape. Each week, the six two-person teams will arrive in a new city where they compete in a series of spontaneous adventures and interactive challenges using their Escapes.
The journey begins in Los Angeles before heading to New York, Atlanta, Miami, San Francisco and Las Vegas/L.A. Each stop will engage the online followers and tap into the fabric of the local culture. Viewers will be able to interact with and compete alongside the six teams throughout their adventures at escaperoutes.com.
“Escape Routes” is designed to give our audience an unprecedented level of engagement,” said Doganieri. “Not only will viewers be able to follow along in real time, but followers will have the ability to impact the outcome of the game.”
Internet personality, iJustine (ijustine.com), will be embedded with the teams on “Escape Routes” and capture exclusive behind-the-scenes content that will be distributed through his or her social graph as well as other earned and owned platforms.
The winning team will receive the $100,000 grand prize plus two new Ford Escapes. Online participants can win trips, high-tech gadgets and a brand-new Escape.