Ford’s Google+ Hangout Veers Into a #Fail

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:

Related reading

sergio
hp ben
How Jamie Oliver’s brand went from offline to online with FoodTube
Mike Norrish on how BT Sport aims for customer acquisition with the Champions League final