Ford to Livestream Game Show Tied to NBC Reality Show | Adweek Ford to Livestream Game Show Tied to NBC Reality Show | Adweek
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Ford to Livestream Game Show Tied to NBC Reality Show

Auto sponsor going heavy on interactive offering

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The day after NBC’s new road-trip competition Escape Routes hits TVs on March 31, show sponsor Ford will debut a live-streaming online game show on its dedicated site EscapeRoutes.com. The online show—which will let users earn points and prizes by answering show-related trivia questions—will air the day after each of the series’ six episodes and is part of a larger interactive offering developed by Ford, digital agency Rokkan and Team Detroit.

Starting today, once users register an account on EscapeRoutes.com, they are asked to pick one of the show’s teams and complete team-related challenges—such as answering questions, playing games or uploading videos—in order to receive points, badges and prizes such as a 2013 Ford Escape. Users will also be able to interact directly with the show’s teams as they compete.

Rokkan CEO John Noe declined to discuss challenge specifics because they will reveal show details before episodes air, but he said the interactive and social offerings differ from the initiative’s predecessor, last year’s Ford Focus Rally.

“Last year the way to play was if we asked you a question, you went on to the page and entered into the text field and hit submit,” he said. “The thing we’re trying to do this year is allow people to respond and interact through Twitter.”

Cameras installed in the team’s cars and the lofts where they stay during the show will live-stream video to EscapeRoutes.com throughout the week leading up to an episode that users can view to participate in challenges. For example, a team may need to reach out to their Twitter followers to help solve a challenge, Noe said.

While Twitter will be the primary interactive mechanism for several challenges, Noe said, teams will also use their individual Facebook, YouTube and Instagram accounts to involve users.