The Edge

Targeting lifestyle-conscious car buyers in their 30s, Ford's new crossover vehicle, the Edge, is teaming with Microsoft in the Virtual Earth Tour.

Using Microsoft's virtual mapping technology, people will be able to connect with local experiences in 25 cities, reports AdWeek. Users can find new places to eat, activities, sites, and services. The effort is also soliciting user contributions in five categories: eat, see, trek, play and indulge.

"We're trying to establish an all-new brand here," said Jeri Ward, marketing manager for Edge. "We're bringing [users] unique content and enabling them to try new things and change their perception about Ford."

The Ford Edge is one of a crop of 2007 rollouts the struggling automaker is banking on to turn around its fortunes after losing $7 billion during the first nine months of the year.