Ford‘s redesign of its popular Explorer SUV model bucks the usual trend in a number of ways. For starters, the automaker has redesigned the vehicle to provide an emphasis on fuel economy and practicality rather than off-roading and towing capabilities. But the other reason the new Explorer is turning heads is its unorthodox marketing campaign.

Rather than unveil the new car at an auto show, Ford has instead decided to harness the power of the internet in order to coordinate a massive campaign across social media. The automaker has hosted live chats and videos across its YouTube, Facebook and Twitter pages for a number of days to drum up excitement for the new vehicle, according to the Detroit Free Press.

It all culminated with live events in nine cities, where the new model was unveiled in a variety of ways. In Oshkosh, Wisconsin, it was flown in by helicopter. In Chicago, it burst through a faux-wood wall.

“It was a very unorthodox and unusual launch,” Rebecca Lindland, automotive analyst for IHS Automotive, told the news source. “We are going to see this more and more because of the impact of social media.”

The Explorer is a classic model, and was the best-selling midsize SUV in America between 1995-2004, according to the news source. That figure means that there will be plenty of used Ford Explorers in a variety of options available on the used car market, should car buyers have nostalgia for the previous designs.

http://www.freep.com/article/20100727/BUSINESS01/7270323/2011-Explorer-to-keep-Ford-on-track