Ford steps up connected car push with social content campaign

Ford is stepping up marketing of its connected EcoSport model with a 6-month social content campaign. 

The cars will be loaned to one hundred music, fashion, food and sport bloggers who will be asked to share their thoughts on EcoSport’s connectivity on social media.

EcoSport allows drivers to voice activate apps such as Spotify, RadioPlayer and Audiotek using the Ford SYNC with AppLink platform.

Marketing of the car to date has been via low-key tie-ups such as sponsoring tech magazine T3’s awards and a press campaign while Ford built up a portfolio of app partners.

The content activity will be formally unveiled at an event in Barcelona next week (26 February) to coincide with Mobile World Congress that will see performances from up and coming musicians from across Europe such as the UK’s Natalie McCool.  

Roelant de Waard, vice president of marketing, sales and service at Ford Europe says the campaign, dubbed ‘EcoSport Live’, puts “EcoSport SUV and SYNC with AppLink in the hands of some of the most creative and socially connected people in Europe” adding “they decide what they create and share.”

EcoSport’s connectivity is pivotal to Ford being seen as a market-leading brand in the automotive sector in adoption of technology. It is also an attempt to appeal to younger customers than would usually buy its cars.

Ford says it will unveil a new car with “advanced connectivity, safety and driver assist technologies” at Mobile World Congress on Monday (24 February). 

Read more of our Mobile World Congress 2014 coverage here


Secret Marketer

Marketers are experts in remote communications, but in the way we work we revert to type

David Coveney

It is interesting that, as the country is hit by two apocalyptic events – the floods and the tube strikes in London – people are once again talking about remote working. For my business it is a big issue – not only do we have employees the breadth of the country, but also at the far reaches of the globe. I spend many early mornings and late evenings on conference calls with someone whose day is somewhat sunnier than my own.


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