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Ford Fusion 2006 Concert PromotionsThe Roots perform during the first in a series of Fusion Flash Concerts, a unique effort to expose a young audience to the new Ford Fusion. Find out more about the Fusion Flash Concerts series at fusionflashconcerts.com.Approximately 2,000 fans of the rap band The Roots jammed the Chelsea Pier in Manhattan recently for the first in a series of surprise concerts designed to promote the launch of the 2006 Ford Fusion. The Fusion Flash Concert series is a collaboration between Ford Division and Sony Pictures Digital to produce a series of free, unannounced-until-the-last-minute concerts performed by 10 emerging music artists in secret locations around the country. "Flash concerts are something Sony has been doing in different markets for a couple of years," said Michelle Erwin, car marketing manager, Ford Division. "But this is the first time in the music industry that their will be a series of concerts." Fusion Flash Concerts is a new take on the underground "flash mob" phenomenon. Flash mobs are instant gatherings of large groups of people who are notified via e-mails or text messages just prior to the event taking place. The groups simultaneously converge on a set location. In this case, fans will converge throughout the summer to see live musical performances. Between now and November, the series will feature performances by artists like The Roots, Jermaine Dupri, Fat Joe, Yellowcard, and Pete Yorn. The venues will include secret locations in New York, Boston, Philadelphia, Atlanta, Miami, Chicago, Dallas, Los Angeles, San Francisco, and San Diego. "There's a spontaneity factor unique to this concert series," said Jermaine Dupri, multi-platinum-selling solo artist, songwriter and producer. "The last-minute release of show details and ongoing interaction with fans really builds energy and excitement." In the planning stage since last fall, the flash concerts evolved from a concept that goes back to the late 1960s when the Beatles staged an unannounced concert on the rooftop of the Abbey Road studios in London. "We wanted the concerts to get a lot of buzz and we wanted a less traditional marketing approach that would appeal to the Fusion's target consumer, the Gen-X'er," Erwin said. Details on the performances will be available exclusively via e-mail and text messages once visitors register at the new Ford Fusion Web site, www.fusionflashconcerts.com. Music lovers nationwide also can text "Go" to 35274 (Flash) on their mobile phones to register as an "Insider," to find out if their favorite artists will be performing at a park, club, pier or parking lot near them. Insiders receive up-to-the-minute e-mails as well as "Flash Alerts" (text messages) powered exclusively by Cingular, which reveal details on the artists, cities, venues and show times. Cingular Wireless subscribers receive added perks for registering, including early "Flash Alerts" and premier viewing area access at the concerts. The Fusion Flash Concerts Web site also features exclusive video, a tour web log ? or "blog" -- concert reviews, a "mash-up" remix contest hosted by ACIDplanet.com, 10 music downloads provided by connect.com, and the chance to win prizes, including an all-new 2006 Ford Fusion sedan, Sony consumer electronics and VIP access to the shows. In addition, plans are in the works to release a compilation disk of participating artists in the Fusion Flash Concerts that will be available for sale exclusively at Target retail locations at the conclusion of the Fusion Flash Concerts series. "This is all about challenging people to break free from their reality TV shows and office cubes, and inviting them to come out and play with us," said Marty Collins, general marketing manager, Ford Division. "We're committed to building trusted, lasting relationships with music lovers over time versus 'marketing to' them." + Post comment/question/reply
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