Post by TonyV on Apr 8, 2010 1:54:35 GMT -5
Last Updated: April 08. 2010 1:00AM .
Toby Keith keeps key role in Ford marketing charge
Automaker also uses cutting-edge marketing in debut of new F-Series Super Duty pickup
Bryce G. Hoffman / The Detroit News
Auburn Hills -- When Toby Keith sings, "I'm a Ford truck man," he isn't kidding.
The country star told The Detroit News that he drove his own Ford pickup to his first meeting with the automaker eight years ago.
"I've never driven anything but Ford trucks," he said. "My dad worked the oil fields. When he became a regional manager, he had to buy 100 new trucks every year to keep the oil field guys running, and he always had his fleet buyer buy Fords because they were so durable."
Keith said his grandfather also swore by Fords.
And Ford Motor Co. swears by Toby Keith, which is why it is trotting him out again for the launch of the 2011 Ford F-Series Super Duty pickup, arriving in showrooms now.
"He's a huge contributor to our team," said Eric Peterson, communications manager for Ford's truck division.
Peterson said Keith writes Ford trucks into his lyrics, drives them onto the stage at his concerts, features them in his videos and even gave one a starring role in his movie.
That covers a key demographic for Ford: country music fans. But Ford also is using more cutting-edge marketing to help with the launch of this new truck.
Much of it appears online, where Ford has posted videos putting the new Super Duty through its paces head-to-head with rival offerings from General Motors Co. and Chrysler Group LLC.
The Dearborn automaker has even created a Web site where users can follow the progress of test vehicles in customer fleets around the country.
The page for the F-250 XL Super Cab 4x4 that Ford gave to the Florida Power & Light Co., for example, allows visitors to monitor not only how much weight the truck has towed and how hot it's gotten, but also how many cups of coffee the crew has consumed in it and how many alligators it has encountered -- nine, so far.
As for Keith, he made his feelings about the new truck clear Wednesday during a visit to his new restaurant, Toby Keith's I Love This Bar and Grill at Great Lakes Crossing: "It's badass."
