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This is a new social media campaign promoting the brand new 2011 Ford Flex that will integrate social/new media trends invigorating the Ford brand and bringing new meaning to the crossover vehicle culture. Ford Motor Company highlighted these four statements on their website. Showing the Ford Flex is no ordinary crossover-- it is a new breed of vehicle. Social media presents a great opportunity for automakers. People are seeking to connect and interact with other about common interests that is both user friendly and fun. Creating an online community for Ford Flex will make it unique in the market. In the past two years, 14 million American car buyers used the internet and said it played a crucial or important role in their decision. Using Google AdWords, Ford would use specific phrases targeted at families such as "Road Trip Vehicle." There are also the most popular phrases used by searchers looking for other vehicles that Ford has to utilize to stay competitive. The integration of Facebook, Twitter, Foursquare, Blogs, and YouTube with Ford Flex sponsored locations across the country, an online community of "Road Trippers" is created. Events promoted through Facebook and Twitter, Road Trippers will check-in using Foursquare, upload their videos to YouTube and add their comments on the community blog. QR codes will connect users to different media at different locations. Road Trippers will use their smartphones to scan the codes and will recieve interesting facts and even coupons related to the specific attraction. Metrics that will be used are the tracking of Facebook and Twitter posts and tags, YouTube uploads, Foursquare check-ins, and blog posts. The Google AdWords will be tracked via clicks and read-throughs. The majority of the budget will be allocated toward the sponsorship of events across the United States with the remaining used for Google AdWords. The exact dollar amounts will be discussed following additional meeting with the client. This graphic shows the timeline for the events. The majority of sponsorships and Facebook event usage will be done during the summer to highlight the "Road Trip" use. Google AdWords will be used all year.
Citation preview
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The New Road for Ford Flex
Eric LessensNew Media Driver’s License
August 21, 2010
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Features
It moves you. Even when it’s parked.
Comfortably seats 7. Nothing mini here.
Not just technology. Smart technology.
The only time Flex plays it safe.
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CONNECTINTERACT
With a Community
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14 MillionAmericans
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Google AdWords
BEST CROSSOVER
ROAD TRIP VEHICLE
FAMILY FRIENDLY VEHICLE
FUN CROSSOVER
SAFE CAR
SMART VEHICLE
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Metrics
• Track event attendance• Log Usage– Tweets– Posts– Check-ins– Uploads
• Clicks on AdWords
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Budget Allocation
Google AdWords Event Sponsorhips
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TimelineJ F M A M J J A S O N D
Sponsorship
AdWords
Blogs
