Ford will dangle a 2012 Ford Focus as the final prize in its promotion and will use Twitter during the final process to select the winner during the June 26 live show.
How will that work?
To those who signed up online (at www.fordurbam.com and www.bet.com/FordFocus) to win the new Ford Focus Titanium, Ford will send a Twitter message confirming participation to the context and the official hashtag regarding the BET Award 2011. Participants will post on Twitter using the hashtag until June 26, when during the show selected tweet will be selected and the grand-prize will be assigned and communicated to a winner.
What moved Ford to do that? According to Said Shawn Lollie, Ford Manager of Multicultural Marketing: "The opportunity to not only showcase, but also give away, a Focus during one of the top five cable award show programs was a natural fit for us ... a large number of young adults are using social media tools like Twitter in order to engage with their peers on a daily basis. We thought that incorporating Twitter as part of the vehicle sweepstakes would further resonate with our core audience as well as provide an additional level of exposure for the brand."
(http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=152092)
It is probably a new and interesting way for the company to get in touch with Twitter users, to reach broader audience, and to rejuvenate its brand and image
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