LOS ANGELES - Jim Farley, Ford Group vice president of Global Marketing, Sales and Service, is speaking at the 2011 BlogWorld & New Media Expo in Los Angeles today – taking the spot as the first auto industry automotive executive to address this event.
In his keynote address, Farley will recognize the authentic approaches that Ford Motor Company applies to stay current with digital and new media trends – like the recent Fiesta Movement, the live reveal of the all-new Explorer and Focus Rally America, which was introduced at last year's expo.
According to Farley, he wanted to return to BlogWorld to dish out the first scoop on a new program for the Escape.
This year, Farley is introducing the all-new Ford Escape with the kick off of a nontraditional social media campaign, Escape Routes. Similar to Focus Rally America, this new initiative increases the viewers' participation by increasing their voice and level of engagement.
Teams of two will be casted and put in the new Escape – stopping at a different destination each week and participating in a journey of physical and virtual challenges that build buzz on the new SUV. Using social media tools, participants will document the "behind the scenes" events of their venture - incorporating social integration to the promotion of the all-new Escape.
As an added twist to the nontraditional launch, viewers can join-in on the competition in real-time by participating in a mini-Escape Route that kicked off at BlogWorld today.
By scanning the QR code to the left with a cell phone, employees and visitors can track the progress of the reveal through the L.A. Auto Show over the next two weeks and get a sneak peak of the vehicle. If you can't scan the QR code, you can still follow along on the web. Just go to the Escape page on Facebook and you'll get the same content that the mobile app generates.
It's due to Marketing and Communication programs like this that Ford has been recognized as an industry leader in digital marketing and social media. Farley's keynote will go further into detail on the tactics that the company uses to stay on top of new-media trends.
This marks the third year of Ford's sponsorship with the BlogWorld & New Media Expo.