You might wonder how on Earth a marketing campaign could be considered a treat, considering the nasty habit commercials have of interrupting the regular programs. Well, this one is different, as it was meant to blend in with the aforementioned regular programs.
According to Ford, the new campaign seamlessly incorporates original video content and radio station mix options. Although no precise details of what the campaign will consist of have been announced, the carmaker says that similar campaigns which ran until now, unlike usual commercials actually enhanced the listeners' enjoyment of the online shows.
Furthermore, 21 percent of listeners reported being much more likely to purchase a Ford vehicle with SYNC after the broadcast, while most people recall Ford's SYNC twice as fast and as much as they did before.
“We’ve found the most valuable digital marketing doesn’t interrupt the user experience but instead complements it,” said Matt VanDyke, Ford director of US Marketing Communications
“By partnering with content creators, we’re able to support niche programs that audiences truly enjoy. That helps Ford spend its marketing dollars more wisely, while creating user-advocates, rather than just bombarding potential customers with banner ads and 30-second spots.”
In this case, it is all for a good cause too. Jewel’s song sharing will benefit the National Breast Cancer Foundation, while Legend listeners will be reaching out to the Show Me Campaign, a nonprofit organization promoting equal access to quality education.
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