If it proves nothing else, Ford Motor Company?s venture into reality TV proves that at least one U.S. auto maker has money to spend. Ford is teaming up with NBC and an eight-time Emmy -winning reality producer for ?Escape Routes,? a prime-time show that will air on Saturday nights on NBC and mun2 beginning March 31.
?Escape Routes? is a broadcast/interactive mashup, that features a cast of six teams of two participating in a road-trip competition with real-world challenges, all the while driving the new Ford Escape.
The Car Connection describes Ford as ?not your typical automaker?especially when it comes to media onslaughts.? Car Connection credits Ford with choosing alternatives to splashy trade-show reveals, and with building excitement and anticipation for a new vehicle?s arrival. "Escape Routes" will run for six conescutive weeks and wrap in May, just as the new Escape arrives in dealerships.
?Escape Routes? will air for six consecutive episodes, and will be hosted by reality TV personality Rossi Morreale who has hosted ?a variety of network and cable TV programs? (all short lived?do you remember ?Belly of the Beast?? ?Celebrity Drive-By?? ?Temptation??). The show airs Saturday evenings at 8 P.M./ET on NBC and will also air on mun2, bicultural cable network for young Latino Americans, Saturday nights at 11 P.M./ET. This is the first time Ford will air a series using both a general market broadcast and bilingual cable network.
The competition
?Escape Routes? bears some resemblance to the 11-year-old ?The Amazing Race,? which is no accident. It is produced by eight-time Emmy Award-winning producer Elise Doganieri, who is also behind ?The Amazing Race.? She says of the interactive element, it is ?designed to engage viewers throughout the show and encourage them to participate in the challenges?the real-time twist where consumers have the ability to follow their favorite team in the digital space.?
?Escape Routes? pits the six two-person teams (the usual mix of 18-30 year-old hipsters, boffins, model-types and brother/sister teams) against one another in real-world challenges as they arrive in a new city in each episode. The journey begins in Los Angeles before heading to New York, Atlanta, Miami, San Francisco and Las Vegas/L.A. At each stop, the teams will engage with 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. ?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,? said Donagieri. Fans will be able to talk to the cast, Rossi and the Ford and NBC team behind the program on March 8 at 3:30 P.M. EST via a Google Hangout.
It will be interesting to see how NBC treats the show if it tanks in the ratings. As a prime time infomercial, it is likely to complete its six-show cycle regardless of its ratings draw.
Source: http://feeds.mediabuyerplanner.com/~r/mbp/~3/1Jt0L_gC4Ck/
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