2012 Ford Focus test drive becomes an interactive game

Test driving a car has never been this fun.

In an effort to lure potential young U.S. car owners, Ford has developed an interactive mash-up, combining both a test drive of its 2012 Focus model as well as elements of the "Guitar Hero" video game.

The automaker inaugurated a test track - featuring a slalom course and a turning circle - at its headquarters in Dearborn, M.I,, as part of its "Start More Than a Car. Get More Than a Test Drive" program.

Participants drive the Focus around the test course, and their driving accuracy is measured by lasers on the bottom of the car. When the driver scores points for accuracy, he or she hears the sound of a crowd cheering or a guitar chord.

The test models are also outfitted with a camera that records the driver's reactions during the test run. Participants are sent a link to the recording of their test drive, which they may in turn post to their social media sites.

By creating an interactive and shareable experience, and getting prospective owners into the driver's seat in an entertaining setting, Ford hopes that its test drives will stand out in relation to those of its competitors. The company also hopes the initiative will create more grassroots buzz surrounding the 2012 Focus, luring younger buyers who might prefer a European or Asian model.

“A lot of people like to see their friends either winning or screwing up,” said Lew Echlin, Ford's Global Car Marketing Manager.

So far, the initiative appears to be popular. Soon after Friday's launch of the test drive program in Dearborn, M.I., the 700 available spots were quickly taken. The program will travel to Chicago on August 22 will have reached 23 cities by the end of the year.

Watch this video promoting the "Start More Than a Car" program:

Photo: Ford

via [Detroit News, Autoweek]

This post was originally published on Smartplanet.com