Ford Motor Co. is continuing to use TikTok to reach a young and diverse audience, which is the target buyer of the new Maverick compact pickup truck.  

The automaker combined TikTok’s hashtag challenges and branded effects for the #FordMaverick augmented reality challenge.

TikTokers can get creative in imagining where they would put their #FordMaverick and take screengrabs. Examples include their driveway, on their refrigerator or even in the palm of their hand.

Users will then be able to share with their friends and the 100 million-plus monthly active users on TikTok in the United States. 

Ford points to a recent study from Deloitte Digital and Snap where more than half of the consumers surveyed reported that the pandemic has made AR experiences more important to them. 

The #FordMaverick AR Challenge will be available to the general public through the “Discover Page” and “For You Page” on TikTok.

And Starting today, six TikTok influencers will begin using the branded effect and will share with their followers, which collectively total more than 21 million.

The influencers include mikeoofs, a creator for Full Squad Gaming and a Twitch partner with more than 650,000 followers, and collegiate athlete Chloevmitchell, with 2.6 million followers,

The videos can also be viewed outside of the TikTok platform at https://simian.me/i75z

Ford revealed the Ford Maverick in early June and more than 47,000 people have already reserved the $20,000 compact pick-up truck, according to the automaker.