Ford F-Series Super Duty Launch Bucks Traditional Marketing – No Bull

  • Ford Truck touts Professional Bull Riders (PBR) sponsorship as part of massive marketing campaign to launch the 2008 Ford F-Series Super Duty.
  • Ford truck extends sponsorship of the “toughest sport on dirt” to sixth straight year, including fourth year as Title Sponsor of the elite “Built Ford Tough” Series.
  • Fans can again compete in the " Battle for Bull Ultimate Fan Experience" promotion online at www.battleforthebull.com for the chance to win part ownership in one of PBR’s rankest bulls, Super Duty the bull.
  • Fifty percent of PBR fans are truck owners and relate to the Western culture that gave birth to bull riding and pickups.

DEARBORN, Mich., 12 February 2007 — Ford is helping punctuate the first arrivals of 2008 F-Series Super Duty pickups into dealerships by increasing its visibility on the Professional Bull Riders (PBR) circuit, the fastest growing sport in terms of television audience in the country. As part of this massive marketing push, Ford’s Built Ford Tough trucks and PBR – the “toughest sport on dirt” – launch the “Battle for the Bull” sweepstakes this week for its second straight year, giving fans a chance to win part ownership for one year of the Built Ford Tough Series bull – Super Duty.

The grand prize for the sweepstakes includes part stock contractor ownership rights to the bull, "Super Duty" for a year and many other exciting prizes.

Fans can visit www.battleforthebull.com to register and may continue to visit weekly to earn additional entries by playing a trivia game about PBR and Ford Trucks. Five finalists will receive an all-expenses-paid trip to the second weekend of the Built Ford Tough Series (BFTS) PBR World Finals in Las Vegas, Nov. 1-4, 2007 where the grand-prize winner will be determined. In addition to tickets to the BFTS PBR World Finals, finalists will have lunch with 10 of PBR’s top riders including Justin McBride, Adriano Moraes, Mike Lee and JB Mauney, and receive VIP access – a once in a lifetime experience.

“The ‘ Battle for the Bull’ promotion epitomizes how Ford works to bring fans closer to the sports and trucks they love,” says Todd Eckert, Ford Truck marketing manager.

The lucky promotion winner will walk away with the grand prize: a bull appropriately named "Super Duty". "Super Duty" is colossal at 1,450 pounds with a bucking rate of 86.5 percent. The grand prize winner will become a part stock contractor for "Super Duty" for a year and his/her name will be announced on national television each time Super Duty competes.

The grand prize winner also will receive a trip to stock contractor HD Page/Tom Teague’s ranch to learn the ropes of breeding the rankest bulls of the PBR.

Toughest Trucks for “Toughest Sport on Dirt”

More than fifty percent of PBR event attendees own and drive full-size pickup trucks. The connection, however, is much deeper as the sport is rooted in the same ranching traditions as Ford trucks. Ford’s most modern trucks today still recognize this heritage, including specific cues such as the Chapparal leather seats of the new F-Series Super Duty King Ranch model.

“Many bull riding fans are truck customers so this is a great way to help launch the new 2008 F-Series Super Duty that is just hitting dealerships now,” explained Eckert.

The Professional Bull Riders have become known as the “toughest sport on dirt” as they broke away from traditional rodeo circles in 1992 to exclusively feature bull riding – the main draw at most rodeos. Ford’s “Built Ford Tough” Truck sponsorship naturally ties to PBR’s guiding principles and can be uniquely leveraged since so many fans personally relate to trucks.

“Ford Trucks are intertwined with the bull riding culture,” says Eckert. “That gives us more freedom to connect with them in unique, more personal ways than mainstream marketing.”

Ford has partnered with PBR since 2001, the first two years Ford acted as a presenting sponsor. In 2003, Ford Truck increased their sponsorship to become the title sponsor of the Built Ford Tough Series, the ‘major leagues’ of bull riding, garnering more than 100 million viewers on NBC and OLN/Versus and more than one million event attendees.

In its inaugural year, the Battle for the Bull, made a splash with Tommy Toone of Athens, Ala. winning the grand prize.

“It was like a dream come true.” enthused Toone. “Once in a lifetime thing, for me to get to do it twice (to return this year to hand off his title), words can’t describe.”

Starting today registration is open for contestants to compete for the famed bull www.battleforthebull.com. The sweepstakes runs until October 15 th, 2007.

The Professional Bull Riders "Built Ford Tough" series is a 29-city tour that shows off some of the toughest athletes in the country. More than 750,000 fans will attend and 32 million viewers will tune in to watch some of the best riders from the United States, Canada, Brazil and Australia.

Ford is in its fourth year as title sponsor of the Professional Bull Riders Built Ford Tough Series as well as the exclusive automotive sponsor of the U.S. Smokeless Tobacco Challenger Tour Series. The F-Series is America’s best selling truck for 30 years running.

About Ford Motor Company

Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures and distributes automobiles in 200 markets across six continents. With nearly 325,000 employees and 110 plants worldwide, the company’s core and affiliated automotive brands include Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda, Mercury and Volvo. Its automotive-related services include Ford Motor Credit Company and Hertz. For more information regarding Ford’s products, please visit www.fordvehicles.com

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