The pan-European campaign, which launches today (10 May), claims to be the largest social media influence marketing project ever undertaken in Europe.
It uses a combination of traditional sampling and DM targeted at top social media influencers identified by PeerPerks, the social media influencer platform from PeerIndex that aims to connect brands with the most influential people on social networks so that they can be targeted with gifts and samples.
Ford will send the 1,000 most influential users in the cars, lifestyle and technology space in the UK, France, Spain, Germany, Italy and Romania, a sample pack including a 3D hologram of the new model in a bid to get them talking about it online.
Usha Raghavachari, senior marketing communications manager at Ford Europe, says: “Technology is a key feature of the ingenious new B-MAX so it’s only right that we use some of the most cutting edge marketing approaches in bringing it to market. Social influence marketing helps us to tap into social media conversations in a way that rewards people for their influence and for interacting with our brand.
“This technology means that we know we’re targeting the most influential users and that guarantees that our marketing spend is going to be most effectively targeted.”