Pact includes ad campaign, tour sponsorship.
The Ford Motor Company and two-time Grammy winner Kelly Clarkson have entered into a marketing partnership surrounding the launch of the auto manufacturer's new Bold Moves campaign. The partnership involves a multi-pronged ad campaign and tour sponsorship.
Created by Ford and the JWT ad agency, Bold Moves debuts tonight via a 60-second spot during "American Idol." The ad features "Go," a new, unreleased song by the RCA Records artist. "Go" is the official Bold Moves theme and will be used in the campaign's ongoing broadcast and digital platforms. Additional 30- and 60-second spots, spotlighting the Ford Escape, Ford Fusion and other Ford models, will air throughout the year on "American Idol," "Monday Night Football," NASCAR Nextel Cup racing and other TV properties.
According to a Ford spokesperson, Clarkson will not be featured in Bold Moves' print component. Nor will she appear in original Ford-produced, Bold Moves-branded reality-driven TV programming and Online documentaries, due this summer and fall.
In addition to tapping Clarkson for the Bold Moves campaign, Ford is the exclusive automotive sponsor of the singer's summer Addicted tour. The 24-city, amphitheater trek, promoted by Live Nation, commences June 30 in West Palm Beach, Flo., and concludes Aug. 6 in Seattle, Wash. A contest held in each market on the tour will award one fan with a 2006
A select number of premium tickets for each show will be reserved for auction through ticketmaster.com. Ford will donate $10 per each auctioned ticket to the Susan G. Komen Breast Cancer Foundation.
At the present time, there are no plans for RCA to release "Go" as a single or to deliver it to radio, says a RCA executive.
Following the Addicted tour, Clarkson is scheduled to complete work on her third album, due later this year or in early-2007.