Ford integrates Marketing online with American Idol Part I

Ford Motor Company instantly received my attention during American Idol with their commercial featuring Top 12 contestants and the new Ford Fiesta. I usually cringe during the opening segments on American Idol when the contestants perform together in a musical interpretation of different songs that were once cool then cut to a commercial that is like a scene out of a truly corny family movie with the actors vying to see who can do the biggest fake smile. But, this time was different.

I am truly excited about automotive industry and what innovations are on the horizon.

Quick history refresher: the Automotive industry became complacent governed by "the good ole boys mentality" with an outdated business and marketing model. Ford has been leading the charge with the newly minted Automotive gates by having Scott Monty on Twitter and becoming more transparent as a corporation.

Back to the Ford commercial. So, the American Idol commercials are like running your nails on a chalk board with a 1960’s Mickey Mouse ClubHouse theme. Don’t get me wrong, this commercial had that vibe but the content was different. It first garnered my attention but announcing the new Ford Fiesta,which I wanted to seem then took a step further by showing the contestants supposedly painting on the cars. The commercial promoted the Ford Fiesta give away contest and the different designs by the contestants (some where really cool).

A recent article in Market Daily talked with Connie Fontaine, manager, Ford brand content and alliances, who shared that Ford's goal is not to get as much TV screen time as possible, but rather to drive consideration with Web-based elements so that the brand isn't too obtrusive during the actual show. She further explained that, “we thought it was important to seed the idea with a very strong online integration as well, we want everything we do on air to feel relevant, credible and organic.”

See, I told you, they are listening to the seismic-shift in Marketing, from interruption marketing to inclusion marketing.

Part II of this piece will further the discussion of Ford’s inclusion marketing program by moving online.