1. Ford’s Internet Marketing
By Matthew Garcia

2. Goals
• To attract new consumers.
• To maintain consumers that
have already been attained.
Percentage of Marketing Budget Spent by Projected Percentage of Marketing Budget
Ford in 2010 to be Spent by Ford in 2012
25% Traditional Traditional
Marketing 37% Marketing
Internet 63% Internet
75%
Marketing Marketing

3. Techniques
• Buzz Campaigns
• Social Marketing
• Contests
• Mobile Advertising
• Partnerships
• Ford Social

4. Ford Fiesta Movement
• Ford Fiesta Movement campaign involved social media.
• 100 media-aware Individuals drove the Fiesta pre-
release.
• Blogged about experience on
Twitter, Facebook, YouTube, and Flickr.
• Word of mouth proved effective, people are growing
less trusting of corporations.
• 11 million Social Networking impressions, 5 million
interactions on social networks, 11,000 videos
posted, 15,000 tweets, 13,000 photos, 50,000 hand
raisers.

5. Focus Doug Campaign
• Focus Doug campaign also involved social
media.
• Online-only videos on Facebook that
promoted Ford Focus.
• Videos featured orange, witty, hand
puppet, Doug.
• Videos created buzz, 61 percent increase of
Focus consideration.

6. Partnering with Pointroll and Tremor
• Ford partnered with PointRoll and Tremor, two
video ad companies.
• Pointroll powers majority of media rich
ads, Tremor can reach 90% of Internet users.
• Delivered locally-targeted ads for Ford
vehicles.
• Partnership was effective, as shown by a 15%
increase in overall metrics.

7. Working with Pandora
• Ford also partnered with Pandora, a radio leader.
• Aim was to integrate Ford into Pandora’s
medium.
• Instead of interrupting a user’s
experience, campaign aimed to complement it.
• Users able to listen to John Legend or Jewel, Ford
donated to artists charity when shared song
• 21% of listeners said they were more likely to
purchase a Ford vehicle after the broadcast.

8. Getting together with Amazing Race
• Ford used social media as well as a partnership with
producer of the Amazing Race to create a TV show.
• Show featured Ford Focus vehicles being driven across
the country.
• Show was advertised on Facebook.
• Casting call was put on Facebook to separate the teams
for the race.
• Served as a way for consumers to interact with Ford.
• Internet Marketing served as key component in show’s
success.

9. Ford and Mobile Posse
• Campaign involved mobile marketing and a
partnership with Mobile Posse.
• Featured Mobile idle-screen advertising.
• Aimed to increase awareness of the new Ford
Taurus.
• Used eye catching ads and included “click-to-
mobile-web” option.
• This drove users to the Taurus website.
• Reached 1 million mobile users, and generated a
20 percent click through rate.

10. Mobile Goes International
• Ford created mobile sites targeting those who
only have internet access through smart phones.
• Targeted Nigeria, Saudi Arabia, and South Korea.
• Attempted to increase Ford awareness, build
sales, and create traffic at dealerships.
• Nigeria has 95 million subscribers, and Saudi
Arabia and Korea have 50 million each.
• This is the most effective way to reach those
without Internet access via computer.

11. Contests
• Contest was named the Focus ST challenge.
• Allowed potential consumers to simulate their
driving skills at auto shows.
• Competed for the best lap times, chance of
winning a trip to the ESPN Summer X Games.
• Displayed results on Facebook.
• Involved social media, as well as created
consumer interaction.

12. Ford Social
• Digital forum, which aims to Number of Consumer Ideas on
create interaction and gain Ford Social
consumer insight. 1,800
• Users can read articles 1,600
about Ford vehicles, and 1,400
leave comments. 1,200
• Users can submit stories 1,000
about their experiences 800
with Ford vehicles. 600
• Users can also contribute 400
ideas about improving Ford 200
vehicles. 0
• Ford can use this
criticism, and this allows
consumers to voice their
opinions.

13. Badges
• Ford Social’s key feature.
• 54 different badges, for Ford Social visitors to
attain.
• One example is 100k badge, which users who
have driven a Ford 100,000 miles are able to
attain and show off.
• Allows Ford to utilize consumer base, energize
them, and encourage them to spread the
word about Ford.

14. Conclusion
• Marketing has become a two-way
conversation.
• Voice of consumer has become more
powerful.
• Ford is engaging consumers through Internet
marketing.
• Ford is deepening their relationship with
consumers, maintaining consumers they’ve
attained and attracting new ones.

15. Works Cited
• (2012). Ford Social. Retrieved from Ford Social: http://social.ford.com/your-ideas/technologies/
• Bullas, Jeff. The 7 secrets to Ford's social media marketing success. Jeff Bullas. Retrieved from Jeff
Bullas: http://www.jeffbullas.com/2010/02/18/the-7-secrets-to-fords-social-media-marketing-
success/
• Buss, Dale. (2011, Nov. 3) Social media keys Ford’s marketing renaissance. Auto Observer. Retrieved
from Auto Observer: http://www.autoobserver.com/2011/11/social-media-keys-fords-marketing-
renaissance.html
• Ford mobile ads reach 1m consumers, achieve 20percent ctr. Mobile Posse. Retrieved from Mobile
Posse: http://mobileposse.com/news-events/news/ford-mobile-ads-reach-1mm-consumers-
achieve-20-percent-ctr
• Ford evolves digital marketing with launch of Pandora campaign featuring Jewel, John Legend. Ford.
Retrieved from Ford: http://media.ford.com/article_display.cfm?article_id=33310
• Griffith, Erin. Ford drives traffic to dealerships with local video ads. AdWeek. Retrieved from
AdWeek: http://www.adweek.com/news/technology/ford-drives-traffic-dealerships-local-video-
ads-134640
• Mobile marketing campaign targets smartphone users in E&G markets. (2012, Mar. 26). Ford.
Retrieved from Ford:
http://www.at.ford.com/news/cn/Pages/Mobile%20Marketing%20Campaign%20Targets%20Smart
%20Phone%20Users%20in%20EG%20Markets.aspx
• Nilsson, Joakim. (2011, Dec. 7) How Ford social energized their core customer base with badges.
Joakim Nilsson. Retrieved from Joakim Nilsson: http://www.joakimnilsson.com/case-studies/how-
ford-social-energized-their-core-customer-base-with-badges/