Ford S-Max delivers social campaign for new model! Read more: http://www.articlesbase.com/cars-articles/ford-s-max-delivers-social-campaign-for-new-model-3466841.html#ixzz12FVu5f4V Under Creative Commons License: Attribution

Ford has presented one of the most interesting and clever marketing campaigns of 2010 this month with their unveiling of the new S-Max. The strategy, devised by ad agency Ogilvy & Mather in conjunction with interactive arts and technology collective Seeper, consisted of two events taking place on Thursday 9th September at the Senate House in London's Russell Square, and the second on Saturday 11th in Liverpool at the Ventilation Building.
The advertising strategy featured an ice-climbing scene that was projected onto the sides of the buildings. As a climber would reach the summit, a banner carrying the S-Max campaign strapline "Get more out of life" was unfurled. The climber would then disappear and the audience was then invited to ‘cut' the ice using lasers which all fell or melted away to reveal the surface underneath. The area around the buildings was then plunged into darkness and the Ford log was projected onto the wall for all to see.
The clever, creative, interactive design of the marketing strategy for the S-Max showcased cutting-edge interactive digital technology as well as an innovative idea behind engaging the audience. The audience was then immersed in the whole experience rather than using traditional methods of outdoor advertising.
The buzz leading up to the events was created using social media platforms such as Facebook, Twitter and blogs which were talking about the campaign and those attending the event were also asked to upload photos and videos to popular media sites.
Lyn West, Ford of Britain's advertising and sponsorship manager has stated that Ford have been able to engage with their target audience in a new and modern way, and that they hope the buzz through social media channels will continue.
A great way for Ford to improve on their campaign would be to have unveiled special events throughout the UK and with the central focus on the ford s-max, Birmingham would be an ideal location because people driving through the town in their new ford focus would still be able to see the show and therefore expand their audience.


Read more: http://www.articlesbase.com/cars-articles/ford-s-max-delivers-social-campaign-for-new-model-3466841.html#ixzz12FVytdvQ
Under Creative Commons License: Attribution