""It really is a different way to bring attention to Bronco as a brand and show it in a different light that might seem unexpected, but yet is totally authentic to what Bronco is and does," Michael Levine, director of North America product communications at Ford, told Digiday."
""We just thought about doing the coolest shit that we can do with Broncos, with authentic golfers, and [knew] that the audience would be attracted to it," said Levine."
""You've got this really big, fast-growing cohort of 18-to-34-year-olds that are big into golf and golf experiences. We saw it as an opportunity to mash up enthusiasm for off-road as well," said Levine."
Advertisers like Ford, Nissan, and Google are shifting from traditional sponsorships to producing branded content centered on sports. Ford's Bronco Off Course, airing on Amazon Prime Video, features golfers using the Ford Bronco as an off-road caddy. This initiative targets younger golf fans who prefer YouTube over traditional broadcasts. The show aims to connect with a growing demographic of 18-to-34-year-olds interested in golf and off-roading, showcasing the Bronco in an authentic and engaging manner.
Read at Digiday
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