Ford Kicks Off F-150 Online Push

NEW YORK Ford today launches a one-day online ad blitz as a part of its estimated $100 million campaign for the 2004 F-150 pickup truck.

The effort includes placements on major portals, including MSN, AOL and Yahoo! The campaign marks the first complete “roadblock,” where one advertiser dominates a property’s home page, on Microsoft Corp.’s MSN.

One ad, an over-the-page rich media unit showcasing the pickup, shakes the Web page to demonstrate the truck’s durability and dissolves into an F-150 icon. Other ads proclaim, “The Ford F-150 is here,” and promote a sweepstakes to win the vehicle.

When users click on the ads, they are transported to a micro-site for the F-150, where Drivers Talk Radio host Rick Titus takes users on an interactive tour of the new model.

Digital@JWT, the interactive unit of WPP Group’s J. Walter Thomspon, oversaw the online effort in partnership with Alisa Viejo, Calif.-based 2Advanced Studios, which provided Flash technology expertise, and London-based Burrows, which created the site’s 3-dimensional imagery.

The online push coincides with the introduction of the offline portion of the advertising effort, which breaks tonight on ESPN’s Thursday night NFL kickoff game. Ads from JWT in Detroit carry the theme, “This is the only truck that has the right to be the next F-150,” and touts the vehicle’s power train, frame strength and quiet interior. The spots follow a teaser campaign that ran during the weekend.