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Christopher Heine

Ford's Google+ Hangout Veers Into a #Fail

  |  February 24, 2012   |  Comments

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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ABOUT THE AUTHOR

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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