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Northwest Ford Dealer Viral Marketing Campaign

Another installment gets traction as "Beatboxers" and "Rappers" begin to comment in the Northwest.

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Comment by Scott Empringham on July 8, 2009 at 8:01pm
Love it. Sounds like a very interesting program. I'd love to hear more about it. Yes, let's talk!'s a quick shout out from our very own Lindsay Clubine for the Follow Me to Bliss program.
Comment by Ralph Paglia on July 8, 2009 at 7:09pm
Scott, as I have described to you, my team has a complete strategy, implementation case studies and validation of our Social Media Marketing and Reputation Management managed program by the Ogilvy Agency. This is the same solution we are actively implementing and selling as a bundle of services starting with development and launch, proceeding to maintenance, and then we train resources at the dealership level to self manage the program, if that is what they want to do. It is interesting to note that 3 of our pilot installations have gone from middle of the pack sales performance to become the #1, #2 and #1 dealers in their respective Ford Regions. We sell it, but Ford has all the documentation and the IP, although technically belonging to ADP, is licensed in perpetuity to Ford Motor Company on a non-exclusive basis. All the documentation is pending the vendor selection for the Ford Fiesta launch training, after which it will be made available as a operations guide through download access within In the mean time, we have it available, and are currently selling installations and maintenance. Wanna Tango? Let's make a deal!
Comment by Scott Empringham on July 8, 2009 at 3:58pm
Recently we launched a Social Media/Viral campaign for a Dealer Ad Group and it got me thinking... Does anyone have a case study or program overview of an integrated program that drove real results? Or just an overview of a program? Something that includes a description of the mission, key objectives and describes the tactics used to drive showroom traffic for a delaer (or set of dealers)? Anyone have anything to share? Would anyone else be interested in seeing something like that? Because some of you have asked, here's a link to what we recently did for the Northwest Ford Dealers.
Comment by Scott Empringham on July 8, 2009 at 10:34am
It wouldn't surprise me! As I mentioned in my other post, the Dealer Association asked for an integrated "out of the box" campaign that combined Tier II and Tier III, awarenes/viral, plus Social Media, pluse bread and butter Retail lead generation and lead delivery. We delivered it. And they had the courage to approve it all--even the stuff that was very new and different. Those Dealers up there have vision AND nerve. Hats off to all of them.
Comment by Ralph Paglia on July 7, 2009 at 9:37pm
Scott, I love this type of stuff! It really is quite incredible how far ahead of all the other car companies that Ford has progressed in the social media marketing space, and all three tiers of Ford marketing activities seem to be pulling ahead in the social media space on a daily basis. By this time next year, Ford may start to look like Obama did when he won the national presidential election using social media marketing.

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