The entry level 'Stang will be brought to the consumers’ attention through extensive digital advertising and social media, television commercial and print ads.
"We’re introducing a whole new breed of Mustang with the V-6 – one that adds technology and fuel economy to the ‘fast, fun and affordable’ heritage that has made Mustang America’s favorite pony car for 46 years,” said Steve Ling, Ford car marketing manager. “We will be reaching out to a broad audience because this vehicle is going to appeal to a variety of different people.”
The digital advertising will be aimed at young enthusiasts and women, with all the ads directing people to the Mustang’s dedicated website. In addition to that, the company will use its Facebook page to share information about the car.
"We have Facebook fans from all over the world, and we will keep them informed and engaged on the site in a variety of ways, including videos, Web chats with our engineers and unique promotions,” said Ling. “Facebook also allows us to keep our Mustang fans informed about upcoming racing and enthusiast events.”
The TV campaign will be centered around the V6 Mustang’s ability to offer 305 hp while returning a 31 mpg highway fuel consumption and will use a 30 second ad. In addition to that, Ford has created a 60 second cinema version, which will be launched in certain theaters nationwide starting April 30 during key movie releases, such as Iron Man 2, Sex and the City 2 and Twilight Saga.
In addition to that, two custom pony cars will be included in the DUB Magazine road tour, which will visit multiple U.S. cities through November. The two modified ‘Stangs are the 2011 DUB Edition V6 model and the 2011 Mustang 5.0 customized for Nelly.
Google News