Ford Explorer’s heavy presence during this Sunday’s 53rd Annual GRAMMY Awards® will showcase the SUV’s reinvention to millions; the GRAMMY awards started airing Sunday, Feb. 13, at 8 p.m. EST on CBS.
All the ads lean heavily on music to tell the Explorer story. They are part of an integrated campaign designed to help people reconnect with Explorer and the shared adventures an SUV can deliver.
According to the Ford media release , Nelly is one of a number of celebrities who have already appeared in videos on Explorer’s Facebook page.
Others include Bret Michaels, professional pool player Jeanette Lee, Snoop Dogg and reality stars from the History Channel television program Pawn Stars.
Ever since the new Explorer was revealed on Facebook last summer, Ford has been using Facebook as a forum to engage fans and prospective Explorer customers in one-on-one conversations using text, videos and images.
“We are always looking for relevant opportunities to get our messaging out there, and this really came together in an interesting and timely way for the GRAMMY’s,” said Eric Peterson, Explorer communications manager. “The GRAMMY’s are about music and personalities, and these ads fit in that setting.”
“The GRAMMY’s provide an opportunity to reach a broad audience with our message, and we want to make sure everyone knows about the new, totally reinvented Explorer,” said Matt VanDyke, Ford’s director of U.S. Marketing.
Since the launch of the reinvented 2011 Ford Explorer, Ford has been interacting with consumers on Facebook – more than 138,000 fans to date – posting videos featuring engineers and a variety of celebrities answering questions people have about the popular SUV.
About the Author: After 39 years in the auto industry as a design engineer, Frank Sherosky now trades stocks and writes articles, books and ebooks via authorfrank.com, but may be contacted here by email: [email protected]
Ford To Unveil "Groundbreaking" New Vehicle At Geneva Motor Show
2011 Ford Explorer Recalled By NHTSA
EIA projects gasoline retail prices to average 3.15 per gallon in 2011
Auto industry compromise with expensive EVs fails the masses
Not so fast with that government apology to Toyota, Mr. Cavuto