January sales of 2011 Explorer up by 73% as Ford kicks off social-media push

Article by Christian Andrei, on February 15, 2011

Ford’s decision to boost the fuel economy of the 2011 Ford Explorer seems to be paying off as January 2011 sales were up by 73% compared to January 2010. The 2011 Ford Explorer offers up to 27 miles-per-gallon on the highway, a very impressive improvement over the 19 mpg of its predecessor. Explorer communications manager Eric Peterson is also proud to say that the SUV has nearly 140,000 Facebook fans, which other rivals haven’t even come close to reaching.

And the fans are expected to grow in number for the weeks to come as Ford has kicked off a social-media campaign for the Explorer that asks followers to submit essays, videos and photos that focus on Explorer product features, as well as unique American locations and sights. Responses can be channeled to the SUV's Facebook page, YouTube channel and Ford Explorer Web site.

Ford will reward those with the best responses with the chance to live out a "dream adventure.” Later, Ford will combine the top content into online videos, as well as a one-hour TV documentary. What makes Ford’s social campaign unique is that it is promoting a car that mainly targets Gen X families and boomers.

This campaign is an extension of the "Go.Do" advertising campaign launched by Ford and Team Detroit last summer, indicating that Ford sees greater potential in engaging buyers over the age of 35 with social media, and not only millennials, who were targeted by Ford's "Fiesta Movement" for its new sub-compact Fiesta model. [via autonews - sub. required]

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