Ford Looks To Games As New Ad Medium

Ford is giving players of digital games a virtual view of the Focus sedan. The Dearborn, Mich.-based automaker is putting the redesigned car in the Electronic Arts platform “The Sims 3,” the latest iteration of a life-simulation game of which EA says it has sold over 145 million copies. Brian McClary, Ford’s social and emerging media specialist, says the involvement demonstrates Ford’s efforts to find alternative channels beyond traditional media.