The partnership will give show listeners the chance to say “I do” at the 2011 Ford Hoodie Awards in Las Vegas. The “Craziest Marriage Proposal” contest runs 4/11 through 5/20. Steve Harvey Morning Show listeners will help to select the winner of the contest by voting for their favorite Craziest Marriage Proposal stories.
The contest comes on the heels of Ford’s 2011 launch of the new urban ad campaign for the Explorer, “Crazy Kevin.” The TV spot features comedian and actor Kevin Hart arriving to a wedding in an Explorer unexpectedly late. The 30-second spot debuted during an episode of the TV show “The Game.”
In this effort, the Steve Harvey Morning Show will drive listeners to steveharvey.com, where they can register by first viewing the “Crazy Kevin” spot. Then, they will be prompted to submit their Craziest Marriage Proposal stories online. After a three-week promotion, the show will narrow the submissions down to the “craziest” three entries. Those entries will then be voted on by listeners.
The winner will win a wedding or vow renewal in Las Vegas during the Ford Hoodie Awards weekend Aug. 11-15. The winning couple will receive round-trip air fare, a honeymoon suite, wedding ceremony at Mandalay Bay and tickets to all of the Hoodie Award festivities, plus they can bring along six of their closest friends and family members to help them celebrate. In addition, one voter will be randomly chosen to win a VIP trip to the 2011 Hoodie Awards as an exclusive guest of Ford.
RBR-TVBR observation: It’s interesting that to enter the contest, listeners must first view an ad from a previous campaign. Not sure how that might improve Crazy Kevin ad’s effectiveness/ROI in selling the Explorer, but it probably can’t hurt.