The series, which marks Live Nation’s first foray into producing original content for the Internet, will enable contestants to live the life of a rock star and get to meet their favorite artists. The Lumineers, Kid Cudi, Fall Out Boy, Edward Sharpe and the Magnetic Zeros, and Fitz & the Tantrums are set to be featured in the show.
Live Nation is said to spending around $5 million to produce the 18 episodes of “The Rider Challenge,” that launch on Live Nation’s website Sept. 30 and run through Nov. 30 in five-minute installments. Website goes live today to promote the project.
“The behind the scenes work that goes on at a concert is something fans rarely have the opportunity to see and we think it will make for exciting viewing on the digital and social channels available to us and Ford,” said Kevin Chernett, executive VP, Live Nation media and sponsorship.
In each episode, six teams of two compete to fulfill an artist “rider,” or a list of requirements set by a musical artist or group as a condition of attending a live music performance at a given venue. That includes random requests like only having green M&Ms on hand backstage or cans of 7-Up in tour buses.
The teams will drive Ford Fiestas around their designated cities — Las Vegas, Seattle, San Francisco, San Diego, Los Angeles — featured in the show to complete their tasks, giving the automaker’s small car considerable exposure in the series.
Winners get to meet the artist, hang out backstage, and move to the next round. The overall winner will drive away in their own Ford Fiesta and receive an all-access ticket pass to all Live Nation concerts for a year.
Series naturally includes an interactive component for viewers, with fans able to win a VIP concert package to an event of their choice by answering the question “What’s On Your Rider?” via Instagram. Submissions will be judged for uniqueness, creativity, and overall entertainment value.
Ford is no stranger to online series like “The Rider Challenge.”
It sees online programming as a way to connect with younger car buyers who turn to the web when researching which vehicles to purchase. The Fiesta is especially aimed at Millennials.
“The new Fiesta is all about taking fun and efficiency further, and we feel that the tour lifestyle and this creative competition provide a great backdrop to bring the vehicle to life for music fans,” said Crystal Worthem, manager of brand content and alliances at Ford.
Ford will also tie in its “Fiesta Movement” series with “The Rider Challenge,” with agents providing clues to contestants as they race.