Ford launches pan-European 'social influencer' campaign

Ford: targets social influencers with hologram of new B-Max people carrier
Ford: targets social influencers with hologram of new B-Max people carrier

Ford is targeting "social influencers" in the automotive sector with a "perks" scheme, as it looks to drum up awareness around the launch of its new B-Max people carrier vehicle.

Ford is using PeerPerks, PeerIndex's social media influence marketing platform, to indentify 1,000 social media users who have influence on topics such as automotives, technology and lifestyle in six European markets.

The move marks the first time that Ford has used the marketing platform.

Ford will send the influencers, who have signed up to PeerPerks, an exclusive hologram of the new car, which incorporates technology used by the US military to enable previews of the B-Max in 3D.

It has chosen the hologram as a gift to align with the overall messaging of the vehicle launch, which is about its technology.

Usha Raghavachari, senior marketing communications manager, Ford of Europe, said that using a social influence marketing helped it tap into conversations, while rewarding people for interacting with the brand.

She said: "This technology means that we know we're targeting the most influential users and that guarantees that our marketing spend is going to be most effectively targeted."

Deezer and Via.me were among the first brands to use the PeerPerks platform when it launched in February. Reebok has also since partnered with it.

The service aims to combat the issue that faces daily deals sites – that their services are not targeted and therefore attract deal-hunters, rather than customers that are of particular value to the brand.

Follow Sarah Shearman on Twitter @Shearmans


Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material