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Ford Explorer Launches on FacebookJuly 27, 2010 – 2:37 pm |
 Abdul Fattah Ismail |
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Yesterday, Ford’s renaissance from Detroit’s automobile collapse of 2008 continued on Facebook. The company has rebounded nicely without taking taxpayer subsidies, and worked diligently to create a diverse portfolio of vehicles. Alan Mulally, CEO, has spoken with media sources about Ford and its future in a market that has a very different landscape. Therefore, Ford’s strategy has an interactive scope, starting with social media networks to entice a wider demographic for future growth.
On Facebook, Ford Explorer has a Fan page with a dizzying wealth of information about the vision, design, and production of the new Explorer. The campaign is structured on a clock timeline, with Mike Rowe (host of Discovery Channel’s Dirty Jobs) and Mr. Mulally discussing the release in a replica forest created at Herald Square of New York. The chemistry between the two men is somewhat stiff, but the dynamic of urban and nature environs win out in the clip.
The fan page also has video clips with executives that candidly discuss the trials, tribulations, and virtues of assembling a vehicle that has strong brand equity with the American public. I think the walls that encourage a flow of questions and assorted feedback from leadership demonstrate that Ford is seriously interested in reaching a new customer, as social media demands consistent interaction to encourage involvement, which hopefully then lead to sales. GM and Chrysler should keep their eyes open.
