I have signed up and I've received the instruction booklet to see what its all about. It looks like it might be fun. I'm a little unclear on how it exactly works. My initial take is you follow the instructions and maps provided and answers few questions via a QR code after you finish one or both routes.
Some questions I have: Do you need to prove you ere actually at each location? Do you need to submit photos? From what I've read I think you just scan the QR code and provide the answers you find to the Puzzle Cards? Then get a "prize"? (While supplies last!)
I doubt that anyone has yet completed these as the notice just came out yesterday. Maybe someone who lives in or near Moab has done it? I'm 6 hours away so I'll need to plan a 2-3 day trip to Moab to do it. (If I decide to actually do it!)
And yes, its probably a marketing tool Ford has come up with. Maybe intended to be Ford's version of the Jeep Badge of Honor Program?? That said, it looks like a fun way to explore a trail and learn about points of interest.