Get ready for Ford executives to be pretty much everywhere today as the company unveils its 2011 Ford Explorer.
Already, Ford President and CEO Alan Mulally has unveiled a red 2011 Ford Explorer on the NBC’s “Today” and appeared on CNBC’s “Squawk Box” to talk about the vehicle.
“This is a reinvention of the most popular SUV in the world,” Mulally said on “Squawk Box.”
The automaker kicked off the day at 12:01 a.m. with the release of a video showing Mike Rowe, host of Discovery Channel’s “Dirty Jobs” and a regular Ford celebrity spokesman, interviewing Mulally in Herald Square in New York City.
Ford also posted a video on its Ford Explorer Facebook page at 7:40 a.m. where it showed the vehicle for the first time. Ford has a full day of chats and videos planned on Facebook as well as at events in cities across the U.S. including New York, Chicago, Dearborn, Venice Beach, Calif., and Oshkosh, Wis.
In Herald Square, Ford brought in trees and a giant mound of dirt and placed the Explorer on top. In Dearborn, Ford will unveil the Explorer in front of about 1,000 employees and dealers and in Oshkosh, Wis., Ford will unveil the SUV at an aviation show.
Typically, car companies reveal vehicles at major auto shows.
But with Facebook’s membership now over 500 million, Jim Farley, Ford’s group vice president of marketing, said Ford saw an opportunity to make a larger impact through with its own social media and marketing blitz so it could reach a broader audience than the typical set of automotive media and industry analysts.
“As much as we love going to the motor show and seeing each other there … we decided to pick a day and make it Explorer day,” Farley said.
“We decided to take the engagement and the excitement of the product, and make it a bigger deal than just an auto show.”