Ford adopts military tech for social push

Ford is targeting top social media influencers with a high tech hologram campaign using technology previously only used by the US military to drive online conversations around its B-Max model.

Ford

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.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here