Called Escape Routes, the show will premiere on NBC and mun2 on March 31. The show, which will run for six episodes, features a cast of six teams of two who will vie in a road trip competition. (The photo to the right features Chekesha and Tiffany, who make up one of the teams.)
Each week, the teams will arrive in a new city (Los Angeles is first) and compete in a series of "spontaneous adventures and interactive challenges," according to Ford. Viewers will be able to interact with the teams via escaperoutes.com.
To ensure some online buzz, the automaker has enlisted online personality iJustine to be "embedded" into the contest and share behind-the-scenes content with fans.
Ford is publicizing the launch with a Google Hangout Thursday in which fans can talk to members of the six teams.
The reality TV series comes after Ford launched the Escape last November with the world's largest Words With Friends game, which pitted Jenny McCarthy against fans.
In the past few years, Ford has attempted to attract attention to its various launches with social media firsts. In 2009, the company relaunched its Fiesta hatchback by giving the model to 100 "social agents," who promoted the car on social media. In 2010, the automaker became the first to launch a new model on Facebook, the 2011 Explorer. Last December, Ford used a mobile app to tease the reveal of its 2013 Fusion.