At the beginning of the month, Ford unfurled their campaign to boost awareness of their Fiesta. It’s too early to comment on if it’s working (obviously) but I think labeling it a “gamble” is a bit dramatic. If anything (like marketing the Fiesta now) it’s present-thinking, not forward-thinking.
Don’t take that wrong. I like the idea. Using media-savvy early-adopters that are already enthusiastic (free gas = enthusiasm, most of the time) about the chance means full dismissal of the Fiesta is unlikely. It’s a smart way to build an online presence.
This is the largest contest/testimonial offering of its ilk but Ford asking for user uploads isn’t earth-shaking. It’s worked for many others. (Some unintentionally.) It’s been proven to at least help campaigns gain traction (word of mouth > broadcast).
So let’s call it what it is: a better-funded, more public attempt at groundswell that’s been done before. Gamble is too bold a term. Yes, they’re staking money, but probably less than if they’d driven a Fiesta in ambiguous (if not computer-generated) countryside on prime-time.
I hope it works. Yes, some of that is selfish, just hoping I’ll make money eventually. But if this doesn’t get off the ground, the conversational business will remain timid. We need to move past the broadcast model and Ford’s (somewhat sponsored) videos are a small step in the right direction.
Tags: advertising, conversation, social tools