Ford Puts New Taurus Push In Gear

Ford Motor Company launched its second “I’m Driving One” campaign to promote the 2010 Taurus and Taurus SHO. The push consists of a sweepstakes, Web site, and a tie-in with professional drivers, including Nascar.

The effort, via Team Detroit and PCGCampbell in Dearborn, Mich., includes a major online component. A dedicated site, Imdrivingone.com, features videos of Nascar and National Hot Rod Association team drivers and owners taking the new Taurus models for a spin. It also houses the drivers’ blogs, offering their opinions about the vehicles.

Additionally, site visitors can enter for a chance to win the “I’m Driving One” sweepstakes. Prizes include an autographed racing helmet, a trip for two to the NHRA championship in Pomona, Calif., a new Taurus and a trip for two to Las Vegas for the Nascar Sprint Cup Series Champions Week.

While Ford has used the racing circuit for marketing before, including last year’s “I’m Driving One” campaign, this is the first time it has been specific to one Ford brand, said Tim Duerr, Ford Racing marketing manager. He said Ford hopes the campaign will help boost sales and “put Ford back on the map, where it should be.”

In addition to the online push, Ford will advertise on the radio. During each Nascar race, Ford will have a 10-second “Drive One Moment,” which will direct listeners to Imdrivingone.com. The sweepstakes and driver videos will also be promoted during radio interviews on the Sirius Nascar channel and the Motor Racing Network. The campaign runs through Nov. 22.

When asked why Ford decided to focus on the Taurus, Duerr said it “symbolizes our car lineup” and the new models are “bringing back a legendary name.” Duerr added that the tie-in with professional drivers allows the company to “showcase our products through an extremely loyal fan base.”