The M320 Approach

Event: Take Flight With Ford
Client: Divine Marketing Agency
Situation: Ford desired to increase awareness of the Ford Fusion among cultural influencers.
Amplification:
- We created the #FordATL Ambassador program, with influencers from several lifestyle areas that index high for African American consumers (fashion, music, community, etc.) and provided them with content for seeding across social media
- We established partnerships with top digital media outlets and armed them with messaging and promotional assets
Content:
- We used digital media to tell the stories of the #FordATL Ambassadors and how they “Go Further” in their careers and communities and exude the brand attributes of Ford
- We gave the influencers Ford Fusions to drive and post about on social media
Engagement:
- We conceptualized Take Flight With Ford, an invitation-only event hosted at an airport hangar that included ride & drives, celebrity attendees and a festive atmosphere
Results:
- More than 20 million social media impressions and over 800 user-generated posts in a 10-day period
- We received media coverage by 15 media outlets
- Sales goals for the event were exceeded by 200%