Ford Promo, Case study EXPLORER LIVE by Team Detroit

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Team Detroit
Executive Creative Director Scott Lange
Creative Director Arty Tan, Stuart O'neil, Daniel Przekop
Art Director Andrew Smith, Justin Ivey
Copywriter Dan Cerullo, Craig Macintosh, Adam Burkett
Producer Sumer Friedrichs
Released July 2010

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: FORD EXPLORER
Date of First Appearance: Jul 27 2010
Entrant Company: TEAM DETROIT, USA
Chief Creative Officer: Toby Barlow (Team Detroit)
Executive Creative Director: Scott Lange (Team Detroit)
Creative Director: Arty Tan (Team Detroit)
Creative Director: Stuart O'Neil (Team Detroit)
Creative Director: Daniel Przekop (Team Detroit)
Copywriter: Adam Burkett (Team Detroit)
Copywriter: Craig Macintosh (Team Detroit)
Copywriter: Dan Cerullo (Team Detroit)
Art Director: Justin Ivey (Team Detroit)
Art Director: Andrew Smith (Team Detroit)
Producer: Sumer Friedrichs (Team Detroit)
Account: Nakia Reeves (Team Detroit)
Account: Waad Nakad (Team Detroit)
Account: Paul Wright (Team Detroit)
Account: Michael Panley (Team Detroit)
SUV Communications Manager: Eric Peterson (Ford Motor Company)
Planner: Peggy Moylan (Team Detroit)
Digital Strategist: John Snider (Team Detroit)
Social Media Strategist: Scott Goebel (Team Detroit)
Social Media Content: Amy Telinda (Team Detroit)
Media placement: Video - facebook/youtube - 26/07/2010

Insights, Strategy & the Idea
The Ford Explorer had enjoyed a loyal following for some 21 years while its design went virtually unchanged. But a rise in gas prices caused a shift in perceptions. Suddenly, Explorer, like all SUVS, was seen as a vehicle that was not good for the environment. So when Explorer was completely redesigned for 2011, it was critical that it be perceived as an environmentally friendly, relevant vehicle. The decision was made to reveal Explorer in the most relevant way: on Facebook, the world’s largest social network. The conversation that ignited allowed Ford for the first time, to have a one on one dialogue with consumers. And vice versa. Through the answering of questions about the new Explorer, loyalists were assured and new customers were created.

Creative Execution
The introduction of the all-new Explorer began as a tease on Facebook. And like any good tease, it made our audience hungry for more. So when Explorer was finally revealed on Facebook, a conversation ignited. “Explorer Live”, as we called it, was a personalized approach to the conversation. As our Facebook fan page flooded with questions and comments, we not only responded, we interacted through videos, live chats, photos and friendly banter. Other social media channels included blogs, forums, YouTube, and Twitter. “Explorer Live” ultimately influenced a Ford site user-experience and national print and television campaigns.

Results and Effectiveness
“Explorer Live” generated some pretty impressive results:

- Over 2 million video views
- About 34 million total impressions from social media
- Achieved 240% incremental audience reach
- Loyalty doubled
- 13.3% contribution to the Explorer retail segment share
- Facebook likes: 147, 964