Ford Explorer launch inverts digital channel use
As reported by We are Social http://bit.ly/c264rZ, Ford have decided Facebook, will be the main focus of the launch of the 2011 Ford Explorer, rather than the main digital showcase for the car being on a microsite or their website. Engagement will be the key to the campaign, rather than driving traffic per se. Banner advertising will be used to direct users to the Facebook social site, and the ads have Facebook like buttons on them. We are Social write;
‘”Whereas often many campaigns have used social media driving users to a traditional media, this inverts the principle and in turn should make the campaign more engaged and conversational. The scale and breadth of this campaign is vast, as are the stakes for the new product launch (we’re talking billions here) – it shows how major brands are becoming increasingly bold in integrating social media as a central pillar of their marketing strategy“
I welcome this brave move by Ford, and wish their launch well! With the need to swap a coupe for a family car in the not to distant future, who knows, perhaps this impressive use of social media will have me driving round in a new Explorer shortly…..