An effective social media campaign works to capture the interest of a specific audience, and more importantly, creates interaction with that audience. A powerful way to encourage interaction is to provide information and tools that ultimately help promote a brand or product.
A great and current example is the Ford “Battle Mode” Facebook campaign, in which customers log into Facebook to customize a Ford Mustang. Customers build their dream Mustangs and then pit their custom Mustang vs. another, with Facebook users voting on the cars.
We like this campaign for several reasons:
1) People love to customize. There are over 1,700 pages of customized Mustangs built from this campaign. It’s obvious that the “Build Your Own” tool Ford has created connects with their niche Mustang audience.
2) The fun connects to the end product. Customers are utilizing the “Build Your Own” tool, which in turn helps promote the many features Mustang has to offer. This campaign encourages consumers to visualize their dream car and to aspire to purchase one.
3) Everyone loves to win! Ford competition in their campaign to interaction. Contests and competitions are effective ways to drive traffic.
Ford’s “Battle Mode” is great case study. The campaign is all about customer interaction. Ford asks you to build a dream car, they ask you to decide which car wins the battle. The takeaway? Make part of your social media efforts about providing ways for your customers to interact with your dealership and your products.
Filed under: Strategy, Battle Mode, case study, contest, Facebook, Ford, Ford Mustang, industry example, promotion, social media strategy
