Yahoo! Screen to promote new Focus Electric


Yahoo!Yahoo! and Ford announced ‘Plugged In,’ a weekly online reality competition show coinciding with the launch of the all-new 2012 Focus Electric and airing exclusively on Yahoo! Screen, the company’s video destination.

‘Plugged In’ features two-person teams competing against each other in a series of challenges. The series begins 5/29 with actor David Arquette guiding contestants through challenges at some of his favorite LA locales. Subsequent episodes will feature different celebrities taking contestants and viewers on an intimate tour of their respective hometowns, discovering hidden cultural gems and “best of” locations in their city.

The winning teams in each city will move on to participate in the finale event in Los Angeles, where they will compete with teams from other regions for the chance to win a Focus Electric. The series will crown a winning team in a finale episode on 8/7.

Focus Electric plays a prominent role in the competition as the car’s SYNC with MyFord Touch system will be used by each team to receive video, text and audio clues. The car’s navigation capabilities will help teams get from point to point, while hands-free calling will be used when the contest requires teams to make calls.

Yahoo! Screen features women’s and comedy slates, and collaborations with world-class storytellers, creative partners and original voices.

Locations, celebrities and airdates:

Los Angeles              David Arquette May 29

San Francisco          Alicia Silverstone     June 5

Washington, DC      Ali Wentworth June 12

Austin            Jenna Bush Hager June 19

Boston           Rocco DiSpirito June 26

Chicago         Bill Rancic July 3

New York       Adrian Grenier July 10

Raleigh          Emily Procter July 17

Atlanta           J.R. Martinez July 24

Seattle            India Arie July 31

FINALE          Los Angeles August 7

RBR-TVBR observation: This is a good litmus test for online companies like YouTube, Hulu and Yahoo that are offering integrated programming opportunities on their video channels. Yes, it’s less expensive than running the show on a network and if it drives viewing, participation and subsequent sales of the car, we’ll see plenty more of these to come. But in reality (no pun intended), we have to wonder if the reach will be there without a TV component as well–even with the star power.