Ford Explorer FacebookCar companies unveil their latest and greatest at auto shows around the country, but for the first time Ford decided to go a different route. They unveiled the new Ford Explorer in New York City, Los Angeles and on Facebook to the rest of the world.

Mike Rowe, their celebrity spokesperson, and creators of the car as well as Ford executives created videos, which were posted every few overs over the course of the day on July 26.

The entire campaign was slick, well created and, most importantly, accessible and interactive. My posting the videos to YouTube and Facebook, anyone with a computer and internet access was able to participate. Users were able to ask questions and post their comments immediately.

Everyone selling a product knows you need to make an emotional connection. By doing this unveil on Facebook, allowing the average American to participate, Ford hopes that they will create an excitement and buzz about the new Explorer as well as a connection that will stay with them when they’re shopping for a new vehicle.