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Ford Motor is partnering with Disney in the exclusive presentation of its new Line of Bronco SUV as automakers around the world looking for tactics of choice to draw attention to cars eagerly awaiting the coronavirus pandemic.
The automaker will present its “Ford Bronco 4×4 car family” on July 13 on Disney media networks in the United States, marking the first prime-time product revelation on Disney’s transmission, cable, virtual and transmission properties, adding ABC, ESPN, National Geographic and Hulu
“It’s huge for us. It’s the return of an icon that other people have been calling for years,” Matt VanDyke, Ford’s director of marketing in the United States, told CNBC. “For us, it is of paramount importance and conscientiously designed.”
Ford worked with Disney CreativeWorks, the company’s arts agency, to create custom three-minute videos for each network to launch the vehicles. The videos will be shown the first 8 p.m. advertising is broken for each network. followed through Hulu’s streaming service from the next day.
Each “movie” features a special guest: professional mountaineer Brooke Raboutou for ESPN’s “SportsCenter”; country music singer Kip Moore for the “CMA Best of Fest” on ABC; and Oscar-winning director Jimmy Chin, a professional climber, will star in another Bronco National Parks: Yosemite in National Geographic. Chin, director of photography and photographer, also helped Ford create the spaces for each network, VanDyke said.
“Surely we intend to do our thing and make the Bronco get the glory it deserves. We are very excited about this exclusive partnership with Disney to co-create it,” VanDyke said. “We believe this will attract a lot of additional interest in our own homes and make it a revelation we will never forget.”
VanDyke declined to talk about the main monetary points of society, which is “pay and society integration” with “advertising related to it”.
The videos will send the audience back to Ford.com for more information, as well as the ability to make $100 bookings for the Bronco. Ford channels and social media will also have more content and videos, adding a longer presentation from the Bronco family.
Bronco’s revelation marks the first time Disney CreativeWorks has deployed traditional branded content across multiple prime-time networks.
“With Ford, we’re reinventing the look a product can have through our most productive sports, entertainment and streaming brands to bring Bronco’s new circle of family members to life in a way that honors their legacy and gives the audience an unforgettable moment.” Rita Ferro, president of Disney Advertising Sales, said in a statement.
Discussions about such an association began six to 8 weeks ago, VanDyke said. Disney and Ford originally had to release the performance on July 8, but the date was replaced due to controversy over the occasion that coincided with O.J. Simpson’s birthday.
“It’s absolutely a coincidence. It’s absolutely unintentional,” VanDyke said. “We didn’t have to be insensitive to other people who thought it unimportant, and we didn’t have to be Disney.”
Simpson, a former soccer star, was unfortunately concerned in a slow-motion national police chase with a 1993 Ford Bronco after the death of his wife, Nicole Brown Simpson, and his friend Ronald Goldman in 1994.
Disney, according to VanDyke, “flexible” with Ford converting the date of revelation. At least the third time Ford had rescheduled the presentation of the Bronco. Two times last this spring, adding the Detroit Motor Show and personal debut, were canceled due to the coronavirus pandemic.
“Without the automatic screens and the world we live in today, classic vehicle disclosure is no longer the case,” VanDyke said. “Thinking of Bronco, we’re looking for him to have his own unique approach.”
Bronco’s debut has been in place for years. First, Ford showed his return in January 2017. Ford is expected to offer a “Bronco family” of vehicles, adding two- and four-door versions and reports of a smaller SUV called Bronco Sport.
Ford executives promised that the Bronco would live up to its reputation as a period off-road SUV. Ford last produced the two-door vehicle in 1996.
This is the first time Ford has partnered with Disney for a new vehicle. The corporations came together for a charm that debuted at the 1964 World’s Fair called Ford Magic Skyway. He introduced Ford vehicles, adding the first-generation Ford Mustang, which debuted at the fair, carrying passengers through other periods.
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