Dearborn’s Ford Motor Co. will reveal its all-new Bronco 4×4 on the evening of Monday, July 13 across multiple broadcast, cable, digital, and streaming properties.
The properties are across Disney’s Media Networks and include ABC, ESPN, National Geographic, and Hulu. This is the first ever prime time product reveal roadblock across Disney’s channels.
Ford originally planned to reveal the Bronco 4×4 SUV lineup in June at the revamped North American International Auto Show in Detroit, which was cancelled due to the COVID-19 pandemic.
“Ford Bronco is an icon that has captured people’s imaginations and inspired them to explore the most remote corners of America and the world since the 1960s,” says Jim Farley, COO of Ford. “As a new era for Bronco begins, we’re proud to tap the strengths of epic adventurers like Jimmy Chin and Disney storytellers to help bring Bronco to life and inspire millions of people to get out into the wild.”
The Bronco reveal is the first time Disney CreativeWorks, Disney’s creative agency, is deploying custom branded content. The reveal will air on the respective networks during the first commercial break in the 8 p.m. Eastern Standard Time hour. All three films will be available to viewers on Hulu starting on Tuesday, July 14.
“At Disney, we take pride in creating culture and leveraging our unrivaled portfolio of brands to authentically and creatively tell stories during meaningful moments,” says Rita Ferro, president of Disney Advertising Sales. “With Ford, we’re reimagining what a product reveal can look like by drawing upon our best-in-class sports, entertainment, and streaming brands to bring the new Bronco family to life in a way that honors its heritage and gives viewers an unforgettable experience.”
On ABC, the Bronco will be featured in a 3-minute film starring country music singer Kip Moore during “CMA Best of Fest,” the Country Music Association’s three-hour concert experience, set to take place from 8-11 p.m.
On ESPN, a film featuring a different Bronco model and Brooke Raboutou, a professional climber, will air during “SportsCenter.”
On National Geographic, Jimmy Chin, an Academy Award-winning director as well as a cinematographer, photographer, and professional climber, will spotlight another Bronco during “National Parks: Yosemite.” Chin will also judge a hashtag challenge contest and appear in an Instagram story featuring the Bronco on National Geographic’s Instagram account.
On Hulu, all three films will be available on demand through interactive ad formats and within a collection of outdoor and survival-themed content, which is designed to be aligned with the Bronco lifestyle.
In addition to the films created for the channels, Ford will share special content with fans on its YouTube, Facebook, Instagram, and Twitter channels starting at 8 p.m. on Monday, July 13, including additional details on the performance strengths of each new Bronco model.
Interested customers can reserve Bronco models for $100 each starting at 8 p.m. on Monday, July 13 at ford.com.
Until the reveal, the Bronco will broadcast its latest news via @FordBronco on Instagram.
For the 2020 DBusiness list of 200-plus dealerships in metro Detroit arranged alphabetically by county and city, and then by dealer, visit here.