In 2006, Ford Motor Company was literally fighting for survival. Facing intense competition, the company announced billions in losses, a massive restructuring, and a new Marketing Communications Platform—“Bold Moves.”

The Ford Bold Moves marketing communications platform launched in May, 2006 with print, broadcast, CRM and outdoor advertising designed to establish an emotional connection with consumers in order to improve opinion in advance of Ford's bold new product availability.

FordBOLDMOVES.com was launched in June, 2006 reinforcing the Bold Moves message while confronting the perceived weaknesses in the brand with demonstrations of bold actions being taken within the organization. Through weekly video documentaries, RSS, blogs, and comment postings, the site addressed real organizational issues and served as a forum for public discourse by which Ford proactively engaged in the conversation, embracing those who agreed and disagreed with the company.