DEARBORN - The Ford Summer Spectacular sales event has been in full swing since the beginning of July, and the unique ads created for the occasion are getting a lot of traction in untraditional places.
You’ve probably seen the commercials on television.
“Every one of our nameplates has a different creative theme,” said Erica Bigley, digital media manager. “The commercials essentially look like movie trailers.”
Click here to view the ads on YouTube.
In addition to running during popular television programming, the ads are featured prominently online on what Bigley refers to as “tried and true” sites – such as Kelley Blue Book and AutoTrader – that are designed to reach traditional car shoppers.
But since the commercials have movie themes, she says the team decided to think more outside of the box with additional digital placements.
“We reached out to many entertainment sites – everything from People and Entertainment Weekly to national and regional movie sites,” said Bigley. “The sites that we ended up choosing gave us the maximum reach and the best ideas for our budget.”
One of the creative executions involved the Kindle on Amazon.
“A Ford Summer Spectacular ad featuring all of our different why-buys and offers popped up on the Kindle and it instructed users to swipe the screen to watch ‘a movie’ presented by Ford Motor Company which was our television broadcast ad. So it was almost like having two ads in one,” said Bigley. “In return for engaging with our video content we gave them a $3 credit, and if you’re on Amazon that’s the exact amount you need to rent a movie for the day.”
Ford also placed digital ads on IMDb, a popular site for movie, TV and celebrity content.
“When consumers go on the site to see what big summer movie is coming out we have our videos running there with a promotion as well,” said Bigley. “We chose IMDb because they syndicate that content across all different sites where people go to find information about movies. For example, you go to AMC20 and you click on the trailer for a movie you’re interested in you end up back on that page.”
Consumers received movie tickets on Moviefone in exchange for engaging with one of Ford’s creative ads. And the company teamed up with Entertainment Weekly to integrate the ads into the site’s Movie and DVD Guide.
“We know from experience that when our ads are contextually relevant we get better audience engagement,” said Bigley. “Most people don’t watch a lot of television during the summer so how do you attract those eyeballs? We know people are out looking for different movies and because of that we’re going to attract those consumers. They’re going to watch our ads and then they’re going to have a higher favorable opinion of our brand.”
The Ford Summer Sales Spectacular runs through Sept. 3.