Ford Urges Shoppers to Free the Focus on Facebook - Event Marketer

Ford Urges Shoppers to Free the Focus on Facebook

DB_Ford Mall_2012 Book
Brand: FORD
Agency: RMD GROUP
Awards: EX AWARDS — BEST MALL EVENT PROGRAM
Year: 2012

Not many people could resist the urge to stop and take in the sight of a full-sized car wrapped in a toy box. Drop the box in your local mall and “trap” a brand ambassador inside and you’ve got yourself a real recipe for social media buzz.

In 12 Los Angeles malls, Ford sealed a Focus inside of a box to attract attention from mall-goers. A QR code prominently displayed on the box directed consumers to the brand’s Free the Focus Facebook page where fans could enter to win the car, reference a calendar of tour locations and join a forum to converse about Ford, the contest and the vehicle. The brand urged visitors to tag their photos and encourage their friends to “like” the page, transforming shoppers into instant brand ambassadors. At the end of the program, Ford awarded the car to one winner.

Inside the box, a brand ambassador wrote messages on an iPad and then held it up to encourage shoppers to stop and enter the contest. Impromptu contests throughout the day awarded iPod speakers and flash drives.

The Free the Focus contest generated exposure and drove traffic to Ford’s Facebook page, which received 1,741 “likes,” more than 30,700 page views and 1,999 active users during the three-month tour.

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