Dish Interactive Ads Are Ford Tough


Ford Motor is launching an interactive-ad campaign on EchoStar Communications’ Dish Network that will permit viewers to “test-drive” the 2007 Ford “Mustang,” as well as the “Fusion” and “Five Hundred” sedans, officials said Wednesday.

The campaign was developed by Dish, which has almost 12 million interactive subscribers, and Turner Media Group.

From now through mid-July, the Ford interactive-ad campaign will showcase the Mustang, which debuts this summer.

The interactive ad, or “i-Ad,” features more than 15 different screens to reveal styles, colors and accessories for the Mustang including the coupe, convertible and pony package. The i-Ad also gives viewers a first look at Ford’s 2007 sedans: Fusion, Five Hundred, “Freestyle” and “Focus.”

Ford’s comprehensive interactive-TV campaign consists of 30-second TV spots scheduled to run across dozens of cable networks that link viewers via an on-screen pop-up message, or “trigger,” to an i-Ad or Weblike environment on their satellite TV.

Viewers can use their TV remote to: request a free ring tone of the signature sound of a Mustang engine or wallpaper for the viewer’s mobile phone -- a first among interactive-TV ads; view a gallery of photos of the Mustang and Ford sedan series; request a brochure for any Ford car; locate a local Ford dealer with up to nine-digit ZIP-code precision; and enter the Ford iAd through banners on the Dish Home shopping portals or by interacting with a Ford Mustang television spot.

Dish previously collaborated with Ford and Turner Media on a 2005 interactive-TV campaign for the “Explorer” brand.