Social media campaign launched for 2012 Ford Focus

Article by Christian Andrei, on November 23, 2010

With the help of the Internet, the redesigned 2012 Ford Focus, which is equipped with electronic gadgets, is getting quite a marketing campaign! Jeff Eggen, a Ford marketer, says that before it goes on sale in the 1st quarter, the company will have a daily webcast in February (on hulu.com) to show a race in which six couples will drive Ford Focus cars across America.

Those who keep track of the race can help teams earn points in different challenges by communicating with them on Twitter and Facebook and through live chats. Ford will track who helps the teams the most and top eight helpers will also win a Focus.

Robert Parker, Ford's group marketing manager for small and medium cars, says Ford plans to highlight the car's technology when it unveils the advertising campaign in March. Such features include rain sensor wipers, active park assist, and MyFord Touch.

Drivers, with the help of MyFord Touch, use a touch screen to control music, climate, mobile phones and other functions. Active park assist can park the Ford Focus in a parallel space.

With prices that include shipping, the Focus hatchback starts at $18,720 and the Focus sedan starts at $17,720. Ford is implementing lessons it learned during 2009's Fiesta Movement social-media campaign to generate interest in the Focus.

Before the car went on sale in May, Internet buzz was created. One strategy was for participants chosen by Ford to write blogs and make videos about the Fiesta. [via autonews - sub. required]

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