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Mercury C557
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main cover photo in print AND on facebook
Countdown to Launch - AutomotiveNews
Dave Guilford
July 23, 2012


During a tense mid-May meeting a month before Ford's prelaunch campaign for the redesigned 2013 Fusion is supposed to start, a team member blurts out his frustration.

"This has to launch," he says. "Something's got to give."

Pressures always run high as a campaign for a top-selling vehicle nears kickoff. But the Fusion team faces an alarming problem: It still hasn't signed A-list talent for the alternate-reality game it had planned to start in June.

The stakes are enormous. The Fusion launch will be, in the words of global marketing chief Jim Farley, "the mack daddy" for Ford this year. But the program already has been delayed once -- and now the company's latest and biggest social media experiment seems to be slipping again.

Can the many loose ends get tied up in a month? Will Ford's enormous gamble -- using cutting-edge social media tactics for a bread-and-butter mid-sized car that's in the sweet spot of the American market -- pay off?

This is the story of how Ford's Random Acts of Fusion campaign happened, told in snapshots of key moments. Automotive News was granted inside access to the Fusion launch team for this report.

Read more: http://www.autonews.com/article/20120723/RETAIL03/307239973#ixzz21VBGSwoI

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linked^ page includes (apparently) EVERY 'Random Acts of Fusion' article from AN!
 

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Thanks for the article 2b2, it was very interesting read.
I like how Jim Farley views what is happening and how he talks about his views.
Must be tough for him to get his point of view across to the old school types in marketing.
 

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Interesting look into their process. I like the Fusion videos, McHale plays a great heel and Seacrest is used sparingly so far.

Well done, Ford, now hows about dropping the freaking embargo already?
 

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my only quip with this car is the door mounted mirrors. I think it would have looked better with corner A-pillar mounted mirrors. Otherwise it certianly is a looker. Love the interior on this car
 

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Mercury C557
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Re: FUSION: Countdown to Launch - 3 - 2 - 1 - 0

Fusion takes stage in fight with Camry - DetroitNews
September 19, 2012
By David Shepardson

New York — Ford Motor Co. launched its all-new 2013 Fusion sedan in five cities across the United States Tuesday, looking to take on heavyweight competitors like the Toyota Camry.

The automaker held events in Los Angeles, Miami, San Francisco, Dearborn and in New York's Times Square to win attention for the new Fusion in the crowded mid-size sedan market that includes the Camry, Honda Accord, Chevy Malibu and Nissan Altima, all of which have received major updates.

Ford is emphasizing the fuel efficiency of the new hybrid Fusion above other aspects — including styling, technology or its interior...
 

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Martin Smith talks about the new Mondeo 5 door design
 
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