Ford promotes Fiesta with Vampire Diaries tie in
Published August 31, 2010
Looking to reach prospective car buyers, Ford has launched a new multichannel marketing initiative. The campaign involves product placement in the second season of the popular CW television show Vampire Diaries as well as social media consumer engagement.
The marketing push promotes the 2011 Ford Fiesta, one of the Detroit-based automaker's entry level cars. Though the automobile won't appear in the Vampire Diaries until October, Ford is already building consumer anticipation of the Fiesta's appearance.
Ford is encouraging fans to send in essays about the car via social networks and email, while encouraging them to tell their friends to watch the show. The American automaker will give away one of the cars to a participant during the premier of Vampire Diaries.
While product placement is nothing unusual in the television industry, the way Ford is promoting the car's TV appearance through social media is unique. The company told AdAge the goal is not just "to be seen" but to actively engage consumers.
Automakers are increasingly integrating social media into their digital marketing campaigns. Earlier this month, Toyota began encouraging customers to post stories about their cars on its Facebook page.