All promotion centered on the Next F-150 and the Bowl Championship Series, running in sports-centric, contextually relevant media. The Built Ford Tough Play of the Game was a "brand hero" spin on the familiar play of the game. Additionally, a :60 "live-like" giveaway of the truck became a seamless part of the Sugar Bowl pregame show. Network talent provided continuity for the segment, while the production values mirrored those in the broadcast itself.

The bonus exposure achieved through our ABC partnership resulted in a 126% return in media value vs. our investment. More importantly, the program sold F-150s. Measurable sales to program registrants resulted in a 129% net sales return over and above our promotional costs.