The Facebook game gives users and four of his or her friends the opportunity to create a short virtual trip in the new Ford electric vehicle, using MapQuest mapping data to calculate how far a destination is in relation to available charging stations nearby.
Ford Focus Electric marketing manager Chad D’Arcy says, “This is a great way for consumers to both have fun and learn about the new Focus Electric at the same time. We want to offer people the opportunity to experience the car now, especially those on Facebook who have supported us for so long.”
Ford builds upon social media innovations to target early adopters who would be interested in owning the Focus Electric and also provides an educational foundation to its marketing as company research shows many Americans simply do not understand the new technology. The virtual trip game allows users to learn more about the technologies and features on the new Focus Electric and to discover the electric charging station infrastructure currently available.
Ford global digital and multimedia communications manager Scott Monty said, “We worked diligently to provide an experiential application that offers both entertainment as well as education for our fans. It’s fun to share experiences through Facebook – and we hope to educate our customers on Focus Electric Features along the way.”
Rated as America’s most fuel-efficient five-seat passenger vehicle, the Focus Electric receives an EPA rating equivalent to 110 miles per gallon (MPGe) city, or 99 MPGe highway, resulting to a 105 mpg combined rating.
Rather than to create a specialty electric vehicle model to add to the current line-up, Ford chose to electrify an existing platform instead, providing the American automaker with the flexibility to adjust production to demand over time as the market grows and develops. Ford plans to have the Focus Electric available in 19 markets across the United States by the end of 2012.