Online and radio are learning to play well together for Ford. The auto brand targeted eco-conscious beach-goers in Los Angeles this summer with marketing events. To drive attendance, Ford ran ads on
the websites of Clear Channel's local radio stations, while radio personalities talked up the events on air. At the events, consumers were able to retrieve a code that let them enter a contest to
win a Ford vehicle, which they customized on local radio web properties.
Over a 15-week period, the campaign yielded 63 million impressions, most of them on-air, with some 4,300 people
customizing their Ford vehicles and entering the contest. About 17% of the contestant pool, or 752 people, opted in to receive more information from Ford.
"Radio provides the sheer
numbers needed to make the online and mobile elements a success," says Scott Brown, director at Group M, which oversaw the Ford campaign. "Radio [marketing] is best when it's customized and
targeted ... integrating the on-site, event, online and contesting elements."
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