Emap joins Ford for Ka £1m cross-media deal

Emap Advertising has signed a £1 million cross-media deal with Ford that will see the manufacturer promote its Ka model through a bootleg DJ competition.

The initiative, which was developed by Ford's media agency, MindShare, will involve the Kiss 100 and Big City radio networks in the "Ka original mix competition. The promotion aims to establish Ford's "original thinking strapline with a younger audience.

The deal builds on a smaller promotion last summer, which offered a Ford Ka as the main prize in a Kiss 100 online competition, promoted on the radio station. However, the latest Ka deal brings in a far wider range of media.

In addition to Emap's radio stations, "original mix will be promoted on the publisher's TV channels Kiss TV and QTV and by magazine advertorials in The Face and Mixmag. Online activity across FHM.com and the Mixmag and Kiss sites will include a separate DJ mixing game, while the main "original mix competition will culminate in Ford Ka-sponsored music events in London and Ibiza.

"We are delighted with the cross-media plan developed by MindShare and Emap, Usha Raghavachari, Ford's brand manager, said. "It reinforces Ka's positioning and gives us the opportunity to build a relationship with a core youth audience."

The Ka sponsorship is the latest in a series of cross-media deals secured by Emap Advertising over the past 12 months. In April, Nintendo signed a £500,000 deal to sponsor the music TV channel The Box for its launch of GameCube, while an earlier deal with Foster's to promote the brewer's F1 sponsorship via FHM was valued at £1 million. Further deals have been struck with Nestle and with FilmFour, for the launch of the Kevin Spacey film K-Pax.

"We were able to capitalise confidently on the bootleg trend and build Ka's 'original thinking' theme around this, Emap's group account director, Suzy Berry, said. "The partnership spans five of our media channels."

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