Ford Motor Launches First-ever On-line Music Video Promotion With New Arista Act Isyss

    NEW YORK--(ENTERTAINMENT WIRE)--June 27, 2002--Youth, freedom, individuality and cool are the core elements of the Ford Focus and the reason behind the launch of an on-line video promotion with new hip hop/R&B female recording group Isyss (pronounced EYE-sis).
    In an exclusive partnership with major record label Arista Records, Ford will showcase both production and tricked out Focus models in an online promotion featuring Arista act Isyss. This is the first time that Ford has utilized an on-line video promotion to target the urban and African American markets.
    Ford, a leader in multicultural marketing efforts, worked with UniWorld Group Inc./Urban Force, Ford's African American agency of record, to develop this unique and innovative promotion. Officially titled "Focus on the Video.com," the promotion will run from July 9 - 29, 2002, and invites participants to go to focusonthevideo.com and select cast, clothes and car -- Ford Focus ZX3, a Saleen modified ZX3, ZX5 or ZTS Mach Audio -- to use in Isyss' video for their new song "Single for the Rest of My Life."
    Isyss is an urban/pop female vocal group from Los Angeles. The members are Quierra Davis Martin, the 19 years old singer, Lamyia Good, 19, Ardena Clark, 18, and LeTecia Harrison, 17. Arista Records President/CEO, Antonio "L.A." Reid, signed the girls right on the spot. The group has been compared to other girl groups such as Destiny's Child, Total and Xscape.
    "This is another example of a series of exciting and fresh approaches, such as the Black Cinema Cafe, to reach our target 18-35 year old African American market," says Rick Novak, Ford Division car communication manager. "The urban market is media-driven and this promotion allows Ford to reach a larger audience by coupling a strong Internet program with television. Additionally, we are particularly interested in our consumers seeing the Ford Focus ZX3 and ZX5 as affordable, cool vehicle alternatives."

    Promotion

    "Focus on the Video" will be an online promotion and sweepstakes inviting consumers to assist in the creation of a music video by vote. The promotion involves audiences going to the focusinthevideo.com site, a colorful and youth-oriented site, to select cast, styling and a Ford Focus for Isyss' music video. Participants are given four choices from each category with the final tally to be determined on the last day of the promotion, July 29. Choices with the most votes will be used in the production of Isyss new music video "Single for the Rest of My Life". The new video will be shown this summer; the group's debut album, "The Way We Do," will be released in September.
    The sweepstakes component invites registered participants to enter to win a Ford Focus ZX3 or a $14,000 coupon towards a Ford Division vehicle.
    As part of the strategy to drive consumers to focusonthevideo.com, Ford partnered with Blackplanet.com and Click2Music.com to carry banners and emails for the promotion. Over two million (2,000,000) banner and targeted emails will be sent to the sites' members.

    Creative

    One 15-second television spot was developed by UniWorld for the promotion. The spot features Isyss interacting with the Ford Focus and directing viewers to focusonthevideo.com to participate. The spot opens with voice saying "Kick it and click it with Isyss" and segues to "You can choose clothes, cast and the Focus. Go to focusonthevideo.com."
    "We are excited with the choice in using the musical group Isyss" says Novak. "These ladies embody the young, hip and cool attributes and they are ideally suited to deliver our message."