YaYa Scores With Ford Game

YaYa, a Los Angeles-based maker of custom Internet games, says one of its latest creations for Ford Motor Co. of Canada, has generated a 41 percent clickthrough rate since launching last month, with at least half of all users forwarding it on to a friend.

Called “The Escape Moon Rally,” the game promotes Ford’s new SUV, the Ford Escape, and challenges players to a low-gravity race featuring the sports utility vehicle. Users who finish successfully are then automatically entered in a sweepstakes to win a variety of prizes, including a two-year lease of a 2001 Ford Escape XLT.

The game can be played at yaya.com, fordcanada.com and through YaYa’s Zoomlet technology that allows players to challenge others with the game. The online promotion is themed “The Escape Gives You The Freedom For Adventure” and is positioned for the 18- to 39-year-old demographic.