Ford combines music and webisodes with "Rider Challenge"

09/15/2013 | New York Times (tiered subscription model), The

To highlight its 2014 Fiesta, Ford is creating an "The Rider Challenge," an 18-episode online show with teams in Fiestas racing to get unusual items demanded by music groups' contract riders. Bands include Fall Out Boy and the Lumineers, and episodes will be available on the Live Nation Entertainment site, marking the concert promoter's first foray into content marketing.

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