Before the national broadcast of the “Mustang Inner TV” ad on Feb. 26 at the Daytona 500, Ford provided a sneak peek via a Google Hangout, on YouTube, as well as on the Mustang Facebook page. The product rather than the customer is usually the focus of traditional advertising. Companies are constantly on the lookout for opportunities to sell their product and to promote its performance, its benefits, and how lives are improved because of it.
Matt VanDyke, director of U.S. Marketing Communications, said, “Mustang owners are incredibly passionate about their car.” He explained that instead of simply showing its features and benefits, the new ad shows how the product is seen by people as “an extension of who they are.”
He added that the company thinks that everybody has an “inner Mustang just waiting to be unleashed.” Lee Jelenic, Ford Car Marketing Communications manager, said that the ad was made to work alongside the success of its Mustang Customizer and downloadable app, which enables any site visitor to create their own Mustang and choose from various colors, accessories and decals.
He said that those who own Mustangs are unique and independent and as such, they want their cars to reflect their personalities.
The Customizer site and this ad highlight this fact. Beginning in the fall, the website and application have been very popular. In fact, it resulted to the assembly of over 4 million digital Mustangs as well as a 62% growth in the Mustang Facebook community to 2.6 million fans from only having 1.6 million before the launch of the app.
So far, there have been over 200,000 downloads of the app. About 25% of Mustang digital customizations took place through the mobile application. Scott Kelly, Ford Digital Marketing manager, said that these figures prove the potential that it saw during the development of a social platform that allows Mustang owners to enjoy the brand, to interact and then to share.