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%

FORD TAKE FLIGHT – Event Recap by Chris Mitchell from chris mitchell on Vimeo.