Speaking at the Chicago Auto Show, Jim Farley, Ford’s vice president of global marketing, said the auto company has learned a lot about how to effectively employ social media with the introduction of a new Ford Explorer that is manufactured in Chicago. Ford decided against introducing the new Explorer via a traditional television ad campaign. Instead, seven months before the first Explorer was sold, Ford started a conversation with fans of the sport utility vehicle on Facebook. Ford wound up with nearly 140,000 fans of the new Explorer. The customer feedback from those tens of thousands of Facebook fans helped the auto maker develop the subsequent print and TV campaigns for the Explorer launch. That ad campaign focuses on the American family and the theme of the “great American road trip.”
Thursday, February 10, 2011
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