Ford Motor just launched an impressive online campaign dubbed the Random Acts of Fusion in order to generate buzz for the 2013 Ford Fusion. Celebrities Ryan Seacrest and Joel McHale were enlisted in order to produce video footage for the campaign. What’s interesting about this product launch is that the marketing approach is dramatically different from any other. The goal of the campaign is to not only launch the Fusion before it hits showrooms but also to engage consumers via videos, contests and local events. Let’s take a look at what we can learn from Ford’s latest social media blitz.
Celebrities Are A Big Draw
If there is one thing we can learn from this campaign it’s that star power pulls in a large and more diverse audience. Ryan Seacrest is currently the most popular tv hosts around thanks to his stint on American Idol and numerous other television projects. Joel McHale is a well-known for his role as the host of the tv show “The Soup” featured on E Television. Working as a duo, these two are able to bring in a very diverse audience for the campaign.
Entertainment Foremost
The first few videos posted on Random Acts of Fusion reminded me of watching a comedy or sitcom instead of a commercial oriented video. The first two videos centered around the supposed rivalry between McHale and Seacrest when it came down to the job of promoting the cars. It was entertaining to watch these two exchange witty banter. The actual specs and car features weren’t mentioned until the later videos. Ford understands that subtlety is integral when it comes to marketing. Consumers are savvier than ever before and don’t like advertising that is shoved down their throats. We like to be entertained and can handle a “soft sell” as long as it’s coupled with some good entertainment.
Contests Are Cool
A number of different contests are prominently featured on the Random Acts of Fusion site with prizes such as a Spa getaway and $25,000 to help your own community. In order to participate, viewers have to either upload a video, photo or perform some type of other task depending on the contest at hand. Consumers are more prone to respond to a campaign if there is a chance of winning a prize. Consumers are also able to check out the Fusion in person at events including music and food festivals. We can expect national dealers such as Drive Reineke to have the new Fusion in stock next year.
The campaign will culminate with Seacrest and McHale driving the 2013 Ford Fusion across the nation while giving locals the chance to win prizes whenever the Fusion are stopped in their town or city. So far we’ve seen the 2013 Fusion stop by in Seattle and the locals getting treated to free coffee. It will be very interesting to see what happens next in this series.