Though the automotive giant deserves credit for experimental marketing.
Ford's Google+ presentation for the newest version of its classic Mustang model turned into a lesson on the pitfalls associated with experimental marketing.
Friday morning, the automotive brand orchestrated a Google+ Hangout session to preview a Mustang TV spot that will air during Fox's broadcast of the Nascar Daytona 500 this weekend. After a 40-minute five-person panel discussion involving the brand's agency, Team Detroit, the group turned its attention to viewing the 1-minute commercial.
But Google+ users were instead only treated to webcam images of Ford rep Craig Daitch, who moments before prophetically said, "I hope this works."
It didn't. One Google+ user posted the following comment: the 2013 mustang looks like a middle aged white guy??
But online viewers were directed to the commercial's availability on YouTube and Ford's Facebook page for Mustang. Here's the spot:
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014