Escape My Life

Escape My Life was an innovative, interactive branded entertainment web series launched by Ford and entertainment agency, Team Detroit in 2012. The series served not only as an entertaining comedy-drama but also as a brilliant advertising platform for Ford’s prided Escape model. With its engaging storyline and characters, it flaunted the bells and whistles of the Ford Escape and highlighted the vehicle's capabilities while simultaneously serving up generous doses of humour and intrigue to keep viewers hooked.

The series centers on the life of the main character, Skylar, played by celebrated actress and comedian, Nicole Randall Johnson, whose acting credits include roles in Mad TV, 40-Year-Old Virgin amongst others. Skylar, a Hollywood talent manager, is a sassy, strong-willed, soon-to-be fashion major in Los Angeles. With her direct, humorous and often sarcastic flair, Skylar's character forms the core of the series, driving not only the plot but also creating plenty of laughs.

Further adding to Skylar's already eventful life is a new addition - Barry, played by the versatile Barry Bostwick of Spin City fame. Barry is a Ford product specialist who appears suddenly and unexpectedly in Skylar's life, apparently hired by her boss. His sole job, it seems, is to teach Skylar everything there is to know about the Ford Escape, against Skylar's initial unwillingness. Barry's counterbalancing, straight-laced character provides much of the show's comedic flavour as he enlightens Skylar (and the audience) with the state-of-the-art technology and features of the Ford Escape. From parallel parking assist to voice-activated SYNC and liftgate technology, Barry is enthusiastic to showcase them all to an initially disinterested Skylar.

Escape My Life adds another layer of interactivity through the inclusion of the character Oliver. Played by actor and comedian Wilson Cleveland, Oliver remains unseen throughout the series but forms a crucial part of the storyline. A mutual friend of Skylar and Barry, he appears to know far more than he lets on, often sending clues and puzzles to Skylar about her life. Viewer interaction is encouraged, with fans able to email and communicate with Oliver for a chance to get responses and perhaps clues to unravel the show's mysteries.

What sets this show apart from numerous other branded content initiatives was Ford's successful combination of entertainment and integrated marketing. In most scripted content, the product being advertised is often merely a prop relegated to the background. But with Escape My Life, Ford Escape comes alive as an unobtrusive, fully-integrated character throughout the eight-episode web series. Each episode artworks as an innovative show-and-tell opportunity for different features of the Ford Escape, without becoming overbearing or diminishing the underlying entertainment value.

Additionally, the show leveraged the power of social media. Viewers were encouraged to participate in a fully loaded social media campaign, including a YouTube channel with exclusive behind-the-scenes footage, a Twitter account, and a Facebook page where fans could interact with the characters and discuss episode plots.

Despite its positioning as a marketing vehicle, Escape My Life managed to maintain a humorous, engaging narrative that kept viewers returning for eight episodes. It built an impression of the Ford Escape not just as a prop, but as a crucial character of the show, showcasing the vehicle's best features without coming across as explicit advertising. Each episode, while sprinkled with the intricate details about the vehicle, left viewers longing for the next, a testament to the compelling storyline and effective marketing strategy.

Ford's Escape My Life was a ground-breaking series that triggered a paradigm shift in how brands approach advertising. By fully integrating the product into the plot and by intelligently using various elements from comedy, intrigue, and interactivity, Ford managed to create a unique, engaging branded entertainment experience. With its successful blend of traditional television formatting and innovative online marketing, Escape My Life set a new standard for branded content and further solidified Ford's position in the online entertainment sphere.