Betting that video-on-demand will help it sell cars to tech-savvy consumers, Ford Motor Company is trying out a three-month ad campaign that will run on cable systems operated by Cablevision and
Charter Communications. The campaign kicks off Dec. 28. According to a story in
Mediaweek, "Creative for the campaign mixes branded entertainment, 30-second ads, reviews of the cars by
car-shopping service Edmunds and 'video tours' that highlight car features. The Cablevision version requires viewers to click on a Ford icon, which takes them to a menu where they can access content
or request more information." As the deal is structured, the cable companies will send Ford sales leads generated by viewers who request additional information. Brian Bos, convergence director at
JWT Detroit, says the data about how consumers interact with the on-screen data will ultimately be as important as the experimental campaign itself.
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