More NewsFord Edges Into Mobile Campaigning

Ford Edges Into Mobile Campaigning

Ford's campaign for its Edge vehicle includes a mobile WAP site and surrounding mobile banner advertising.

Ford has ported its Edge campaign into the mobile space with the help of Enpocket. The mobile firm created a WAP site and supporting messaging, and carried ads on its publisher network.

The WAP site features video, wallpapers, and the ability to sign up for text alerts. Enpocket is also running a promotional SMS campaign to drive traffic to the site. Print and outdoor ads for the Edge also include a short code call-to-action to drive engagement. Banner ads are running on off-deck publishing sites and content sites in Sprint’s network.

The Edge campaign features the car careening on building ledges and bridge cables. “The mobile component of the marketing campaign for Edge is thematically consistent with what’s on TV. Consumers can click to watch a video of the Edge doing its high wire act on the Golden Gate Bridge,” said Mike Baker, president and CEO of Enpocket.

Yet while Edge’s mobile campaign uses assets from other media channels, Baker said it’s been customized for the medium. “The copy on the WAP site is in keeping with the online,” said Baker. “It’s not simply repurposed for mobile; the narrative form is a bit condensed — a quicker hit from a consumer engagement perspective.”

Enpocket worked with Ford’s interactive media agency, Mindshare, on the campaign. The two companies have worked together on previous Ford campaigns, as well as some for other clients in the U.S. and Europe.

The mobile campaign began in Q4 of last year. While Baker was unable to give statistics, he said the results were favorable to the client. “On a percentage basis, more consumers downloaded through mobile than the online property. People are a little bit starved for richer media experiences on the mobile, and it’s great for someone like Ford to sponsor the activity.”

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts