Ford continues to use social media to help promote its brand and vehicles. The launch of the Ford Fiesta, for example, was done almost entirely through advertising via non-traditional social media channels. And coming soon is the Focus Rally: America, which is an interactive cross-country road rally featuring the Ford Focus. Think Twitter meets Facebook meets The Amazing Race. Casting calls for the show are on currently ongoing, and involve users submitting a 2-5 minute video and uploading it to YouTube with the “focusrally” tag.
Most recently, Ford has turned to Twitter followers for content. In Frankfort, Ford owners and fans have the opportunity to interact directly with Ford through Twitter by following @Ford, and also through many of the specific brands, such as @FordFocus and @FordFiesta. Last month, rather than running ad copy in a Promoted Tweet, Ford instead linked to user-generated content from a blog post written by writer and social media consultant Mack Collier. With Collier’s permission, the link directed users to the blog post that he wrote in response to a video that was posted by Ford CMO Jim Farley regarding the impact of social media on costs.
From New York to LA, Seattle to Frankfort, Ford fans have flocked to social media to get the latest and greatest news from the manufacturer. But perhaps the best part about the social media is the fact that the information provided is accessible to anyone, directly from Ford. It makes no difference whether you’re in Antarctica or Shelbyville. Used cars and new cars can both be featured as well. As long as you have an internet connection and a Twitter account, you’re good to go.
By allowing followers to have an active part in content, Ford can only help their goal of generating even more buzz about their vehicles. As buzz grows, more followers will have the incentive to create more blog posts, more tweets, and more videos to interact with Ford and the rest of their friends. In Shelbyville, used cars and new cars alike should definitely benefit from the new online chatter surrounding Ford.
It can sometimes be hard for auto manufacturers to try new things. As we all know, the auto industry has historically been painted as slow-moving and reluctant to change. But with these new campaigns and better customer interaction online, Ford is showing that they “get it” when it comes to social media.
Connect with us
