NBC aired the well-promoted Knight Rider movie special yesterday and even though Ford is the biggest sponsor - the new car is a Shelby Ford Mustang - Microsoft Sync benefited the most in my opinion.

The Ford commercials during the movie special focused on promoting Microsoft Sync, a new feature exclusive to all Ford, Lincoln and Mercury vehicles, that allows voice-activation of things such as playing music, checking messages and calling people.

The ads were done in “episodes” involving the new car and the new driver, Mike, talking back and forth about the Ford Focus he was driving and at one point, the date in the car. Basically KITT is stalking him and trying to make the case that he is vastly superior to the Focus. I must admit that it was funny and I was interested in seeing how the series played out.

I know a lot more about Microsoft Sync now and can easily see the connection with a talking car. One spot actually had KITT apologizing but since Mike wasn’t talking to him, he sent a message and the female voice in the car read it out since KITT figured “maybe you will listen to her.”

This was a great example of smart marketing and a great tie-in strategy. I hope they put the series of ads on the web. As for the movie itself, I liked it enough to check out the show during the season. I have already taken to the Terminator series, Sarah Connor Chronicles, and even though I still have not warmed up to the idea of a Ford Mustang as the new KITT, I love the nanotechnology angle and the characters they introduced.

You can watch the entire episode online right here (don’t be shocked if it is sponsored by a different car company!).

Filed under: Miscellaneous