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USA: Ford Promotes Focus EV with Yahoo Web Series

Fresh from its primetime reality TV series experiment with NBC, Escape Routes, Ford is about to embark on yet another branded-content experiment. Plugged In is a weekly online-only series on Yahoo! Screen that’s designed to promote the company’s first-ever all-electric vehicle, the Ford Focus Electric, with a reality TV-style competition series (Yahoo’s first) that launches May 29th.
The online teaser sets up the show’s premise (and reinforces Ford’s new “Go Further” tagline) for the branded entertainment partnership: Ten two-person teams will compete to win individual Ford Focus Electrics by hopscotching the country to visit celebrities, who will help the Plugged In teams navigate a kind of road rally cum scavenger hunt built around the celeb’s own lives and locales.
So, for instance, the hunt will take the show’s teams to San Francisco to visit actress Alicia Silverstone and to Los Angeles to mess around with actor David Arquette. Other celebrities involved include singer India Arie, actor Adrian Grenier, J.R. Martinez, last season’s Dancing with the Stars winner, celebrity chef Rocco DiSpirito, and Jenna Bush Hager, the former First Daughter.
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