Ford has been savvy at exploiting the social-media orientation of twenty-somethings with its Fiesta Movement campaign, which helped send off its new Fiesta subcompact last year to a nice reception with that target.

Some Ford executives didn’t even want to continue the Explorer nameplate after the company introduced the Ford Edge SUV a few years ago, and because Explorer had been tainted by the rollover-accident recall of its tires several years ago.

But those insiders who wanted to stick with Explorer already may count themselves vindicated. The new Explorer outsold the old version by 73 percent in January, with nearly all purchasers opting to include Ford’s hot Sync infotainment system in the package.

Now, the social-media campaign should only add to Explorer’s momentum, following its Facebook reveal last summer.

The pitch is simple: “Tell us the Go Do Adventure you and your family/friends would like to take in an Explorer (anywhere in the U.S.). If yours is selected, we'll foot the bill and make it happen.”

To enter, fans are being asked to submit essays, videos and photos that highlight Explorer features to the SUV brand’s website, Facebook page (click on the Go Do Aventure tab), YouTube channel and website, while also being promoted to Ford’s almost-50,000 followers on Twitter.

The best of the bunch will then be invited to live out their "dream adventure" in an Explorer, with their adventure featured in subsequent brand marketing including online videos and even an hour-long documentary.

The social media push makes sense for a brand targeting boomers and Gen Xers with families, particularly as the fastest-growing demographic on social media these days is the 35+ crowd.

It also builds nicely on the brand’s Go. Do. campaign, and leverages Ford’s social media savvy to rev up a flagship brand.