Ford and NBC have formed an unusual partnership in which Ford is creating its own programming to run on the network to help launch the car company’s new Escape, Advertising Age reports.
The program is a six-episode reality show, “Escape Routes,” which premieres later this month. It will air Saturdays at 8 p.m., starting March 31, with additional airings on bicultural cable network mun2.
The story reports: “It appears to be the first time an automaker has used prime-time TV to introduce a car this way. But marketers have increasingly been creating their own content, even in expensive areas like prime time. Procter & Gamble teamed up with Walmart Stores to produce a made-for-TV movie, ‘Secrets of the Mountain,’ in 2010 for NBC, and Golf Magazine turned to TV to help generate some new business by purchasing two hours of airtime on CBS to broadcast a golf competition.”
The competition series tracks six teams traveling coast-to-coast and taking on various challenges in the new Escape.