Articles

July 27, 2010

Ford Explorer launched with social media blitz

Increasingly, automakers are eschewing the traditional forms of marketing, such as auto shows, in favor of complex digital marketing schemes that employ Facebook and Twitter. That's exactly what Ford is doing in its efforts to market the redesigned Ford Explorer SUV to a younger generation. Dealers who hope to reach the same market should ensure that they have a strong social media presence in order to do so.

Ford sent some of its top executives to nine different cities in order to coordinate live launches of the new model, according to the Detroit Free Press. The event was synced with initiatives on Facebook, Twitter and YouTube, all culminating in the first looks at the SUV, which is set to hit dealers later this fall.

The Explorer was at the center of the 90's SUV boom, and was the best-selling midsize SUV from 1995-2004. In order to entice a new generation of car buyers, who care more about fuel economy than off-roading capability, Ford rightly realized that it would also have to switch up its marketing strategy.

Normally, new models compete for attention at auto shows. By picking a launch day and setting up coordinated events live and on the internet, Ford ensured that the Explorer got maximum publicity.

"It was a very unorthodox and unusual launch," Rebecca Lindland, automotive analyst for IHS Automotive, told the news source. "We are going to see this more and more because of the impact of social media."

http://www.freep.com/article/20100727/BUSINESS01/7270323/2011-Explorer-to-keep-Ford-on-track
http://www.suntimes.com/business/2536706,CST-NWS-FORD27WEB.article
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