Ford is teaming with NBC and Telemundo’s mun2 cabler for the reality skein “Escape Routes,” which will reveal the 2013 Ford Escape.
The program airs on Saturday nights at 8 p.m. beginning March 31 on NBC. It will also air at 11 p.m. on mun2, which targets young, bilingual Latino auds.
In the series, six teams of two will compete in a road-trip challenge using the new vehicle, which will also be included in the grand prize.
The automaker earlier used social media to reveal the Fiesta and Explorer. Although the series centers on Ford, the program will feature advertising from other sponsors and is not a time-buy deal.
“Escape Routes” is produced by Elise Doganieri, longtime exec producer of CBS’ “The Amazing Race.” The six hourlong episodes will be hosted by Rossi Morreale, who hosted ABC’s “Dating in the Dark.” Participants will travel to cities including L.A., New York, Atlanta, Miami, San Francisco and Las Vegas.
Challenges will stream live on Escaperoutes.com, and followers will be able to affect the outcome of the game.
“This is the first time an automaker has used prime-time television to launch a new vehicle,” said Jim Farley, Ford group veep for global marketing, sales and service.