Ford hits the gas in race for Millennial gamers

07/15/2011 | MediaPost Communications

Automaker Ford's major new deal with X-Games, in which Ford will be the sole auto partner, is about introducing auto racing categories popular with European and Asian gamers to U.S. 20-somethings. Ford's Fiesta compact will be crucial to the overall marketing push, which will include "Octane Academy," a social-media powered experiential program with the racers.

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