Facebook Adventurerer by Dale Buss February 18, 2011
Ford has led the American auto industry into social-media success, so itís no surprise that the brand also is pioneering in a segment of that online milieu: reaching out to boomers. The new Ford Explorer SUV is the vehicle for the new venture.
Itís axiomatic that Millennials are the fuel behind Facebookís exploding popularity. But it isnít necessarily true: Baby boomers have become the fastest-growing social-media user group. And theyíre not just using Facebook to swap family photos and blog about recipes; social media have become a key consumer-research tool for this generation as well.
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.
Now, Ford hopes to repeat that kind of feat with its social-media campaign for Explorer, which includes an appeal to Explorer fans to submit their own content about the vehicle, and a promise to winners of a ďdream adventureĒ with Ford.
Some Ford executives didnít 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 Fordís hot Sync infotainment system in the package.
Now, the social-media campaign should only add to Explorerís momentum, following its Facebook reveal last summer.
The pitch is simple: ďTell 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.Ē
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 brandís Go. Do. campaign, and leverages Fordís social media savvy to rev up a flagship brand.
Dale Buss is a journalist and editorial consultant in Rochester Hills, Michigan. He's a former reporter for The Wall Street Journal and writes about marketing and branding for a variety of publications.
*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
hi everyone thank u for the good article, ford is indeed one of the top car brand in the world with their new designs, and one of them is ford explorer . it is a grat idea to advertize through social networks as many other manufacturer already start doing like porsche and minicooper and others. i want to wish you all the luck in ut new fabulous design u had and keep up the good work