• Comment
• Print Article
• Email
• Permalink

Ford Unleashing Major Cross-Media Ad Blitz

Written on

Dec 21, 2006 

Author

Sarah Novotny  |

Share

Ford Unleashing Major Cross-Media Ad Blitz

Ford Motor Company has enlisted an entire legion of musicians and international TV stars armed with digital marketing gimmicks to promote its upcoming Edge crossover SUV to North America and beyond. “Edge excitement has been building all year and now it’s time to build showroom traffic,” said Ford marketing GM Barry Engle in a statement. “The crossover segment is hot, and we’ve got the right product at the right time.”

The massive blitz will cost Ford at least $80 million, according to estimates, and includes custom social networking web pages and banner takeovers on AOL and MSN, a banner campaign on Yahoo, music and performances by artists like Montreal musician DEE, Korean musician and TV star Ahn Jae Wook, Hip-hop artist Kelis, Beyonce Knowles, and DJ Funkmaster Flex on various Ford websites, TV commercials as well as live events. The company is also sponsoring Rolling Stone magazine’s top songs for 2006 both online and in print.

Additionally, Ford will be launching several mobile sites and in-game ads inside games like Major League Baseball 2K6.

To reach China, Korea and Vietnam, Ford is also buying ad takeovers of sina.com and goldsea.com and has purchased air time on Asian TV networks.

The day before Christmas, Ford launches its TV ads, which include sponsorships of FOX’s NFL pre-game show. The Edge will be featured in several Latin and Hispanic shows including Unvision’s Sabado Gigante and Telemundo’s Vas o No Vas. And in January, Ford will be running interactive TV ads through the DISH Network.

Radio personalities Steve Harvey and Tom Joyner will have Edge vehicles to give away on their nationally syndicated programs. Ford is also putting up billboards and graffiti murals in major U.S. cities, including a spot for the Edge on ABC-TV’s 585 square foot digital billboard in Times Square. Ford is even going so far as to project images of the Edge onto the sides of skyscrapers in Boston, Miami and San Francisco.

According to Advertising Age, the push for the Edge is part of Ford’s attempt to revitalize its ailing North American business, which has shrunk 7.4% over the past year.

Tags: campaigns and ford

• Comment
• Print Article
• Email
• Permalink

Article Sponsor

More News

• BlueKai Report Explains DMPs to Publishers
• Funding in Brief: $10M for Spongecell, $8M for Prolexic
• Google AdMob Axes Minimum Bids, Targeting Fees
• Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads
• Facebook to Serve Mobile Ads in Coming Weeks

• Right now, at the beginning of 2012, what are you watching the most closely for its ad and marketing opportunities?

  • Mobile. Smart devices have become standard, and advertising is only going to become more creative there.
  • Online video. It's a real competitor to TV now, and it presents really interesting ways to engage viewers.
  • Social media. The new Facebook timeline and the surge of Google+ have cracked the game wide open again.
  • Tempting as it might be, I don't want to get too involved in one aspect.
  • See, I think this might be a good time to see what would happen if we revisited MySpace, but made the ads slightly bigger... with more strobe effect.

  View Results

   Loading ...

• Polls Archive

Latest News

• BlueKai Report Explains DMPs to Publishers February 10th 2012 ADOTAS - BlueKai released a report this week on the [...] more »
• Funding in Brief: $10M for Spongecell, $8M for Prolexic February 9th 2012 ADOTAS – Rich media ad company Spongecell has raised $10 million [...] more »
• Google AdMob Axes Minimum Bids, Targeting Fees February 9th 2012 ADOTAS - As of Feb. 15, Google will change its [...] more »
• Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
• Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
• Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
• Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »

News Archive

Features

• BlueKai Report Explains DMPs to Publishers February 10th 2012
• Attribution Online: Introducers and Influencers and Closers… Oh My! February 9th 2012
• With gTLDs, Global Branding Starts with a Name February 9th 2012
• Rethinking the Online Advertising Ecosystem, Part One: Independent Publishers February 8th 2012
• Case Study: Social Ad Effectiveness February 8th 2012

Features Archive

Spotlight

Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...

Reader Favorites

Classifieds

• PS Technical Writer - SEO Data Analyst
• Interactive Project Manager
• Media Buyer
• PHP Software Engineer (Facebook Platform/Social AP
• SEO/Marketing Internship at Green Education Startu

Recent Comments

• HootSuite Social Media Management » More Apps, Open API, and the Solution Partner Program ~ News Roundup: [...] mentioned in our HootSuite’s Super Bowl XLVI Social Media Recap, adotas and MediaPost analyzed our
• News about Google Adwords issue #412: [...] ads for AdWords to adCenter and align with industry standards, adCenter has chang
• VB: What exactly makes an ad "high quality"?
• Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile - ADOTAS | Mobile2 | Scoop.it: [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; }