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:
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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.
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Wednesday, July 23, 2014