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Innovative use of Web, social media creates desire for 2010 Mustang

Highly engaging, personal interactions between company and consumer don’t come naturally to the Internet, an inherently one-to-many medium. But Ford Motor Co., working with New York-based design and technology studio Firstborn and agency Team Detroit, may be poised to change that perception with a digital marketing campaign promoting the automaker’s 2010 Mustang.

The newest version of this legendary muscle car has been hailed as one of the most customizable vehicles in the world. In fact, the 2010 model features 9,224 possible accessorizing combinations, according to Ford. With its launch marketing, Ford sought to highlight this unprecedented customizability while making an emotional connection with consumers.

“This is about creating buzz and … a desire for the new car because of what you can do to make it your own,” said Scott Kelly, digital marketing manager for Ford/Lincoln Mercury.(via btobonline Sept 14th, 2009 | by Amy Syracuse)

The power of brand ambassador

The update web „2.1“

We see radical change in trade for the year 2009. One could easily get the impression that the advertising and media landscape are in for some serious trouble this year. Looking at the current numbers from studies of MediaEdge it is getting more and more difficult maintaining brand exposure via classical communication channels. At the same time there has been an immense increase in the usage of social platforms compared to the previous years.

The customers determine the selection of brands, which form of entertainment and which service they want to have. They thus force companies to become more authentic. Conversely one could get the impression the advertising world is dissolving into nothingness.  Therefore Social Commerce is experiencing a new dawn, not to a small degree because of social networks such as Facebook, Youtube, Twitter and CO. with all their power to connect to our consciousness.

And herein lies the very problem. Brands as well as media companies are in fact clueless as to how they can use the power of networks for their own benefit. A mere Facebook page here or a few Twitter notifications there, will not make the cash registers go wild! Social networking is a skill to be learned. Customers, (being far more street-wise) are way ahead of companies. Half-hearted attempts are immediately laid bare. The dreadful result being that a brand is disconnected from their target community! The whole process, while at first glance appearing to be simple, is not a quick, fast, slapped together solution, rather it needs careful planning and consideration.

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