I see from Ad Week that you're running a whole bunch of mobile social media stuff at this year's Bonnaroo festival in Tennessee. To raise awareness you've printed up a whack of signage that encourages festival goers to punch in **Ford on their mobile phones for a message about your 2014 Fiesta model. Ad Week says:
If consumers make the call, they'll hear a recorded message that's tailored to the location, as the automotive brand has geofenced Bonnaroo's 700-acre grounds via mobile marketing firm Zoove's StarStar system. A text message with a link to the campaign's mobile landing page will immediately follow the call. People dialing **Ford outside the festival's central Tennessee locale will hear a different message along with a text directing them to a unique localized version of the landing page...
The mobile piece is party to a social-media initiative that began in April, asking consumers to enter the chance to become Fiesta Movement agents with the carrot of getting to take a road trip to the festival near Manchester, Tenn. The winners—who essentially consist of young brand advocates—were announced last month. Now, the agents will take in the festival while signing up concertgoers who want to enter into a chance of winning a Fiesta and/or receive more information about the car.
Well, I guess that's OK. I do feel kind of out of it because I never heard of the Fiesta Movement let alone knew they had brand advocates (they call them "agents") prowling around—I wonder if they are as annoying as the brand advocates for Jehovah's Witnesses? Plus, I've never been to Bonaroo and from what I've read I'm not the target group for it anymore—it seems that most people going are between 20 and 28 and I haven't been in that range for some time. But I have a question: If in 2011 one vehicle was purchased for every:
14.6 drivers aged 55-64
14.9 for ages 65-74
15.0 for ages 45-54
15.9 for ages 35-44
34.9 for ages 25-34 and,
221.8 for ages 18-24,
why are you chasing a demographic that is the least likely to buy a new car? I know it hurts to be hip but I can't help thinking Ford would have a better idea. Maybe like pushing how great Fiesta's are pre-owned? "It's all about recycling, Man."
*Disclaimer: I own a 2013 Ford. It is my 5th one in 20 years, though I briefly flirted with Mercedes, which turned out to be impractical—and the slightest problems are insanely expensive to fix.
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