As a brand, Ford was losing relevance for its target audience –young, creative and digitally savvy consumers who were less engaged with traditional media, tuning out messages that were inconsequential to their lives.
How could Ford make the brand more relevant to these consumers?
Go where your audience is. Engage with them in their language and on their terms.
In a world where YouTube, Facebook, MySpace, blogging, etc., are the media of youth, the obvious solution was the creation of an entertaining digital community. One that enabled interaction and conversation, communicating brand values by encouraging audience participation and engagement.
Imagination developed an interactive online comedy, ‘Where are the Joneses?’, where viewers could actively participate in the creation of the ongoing storyline through wikis and provide commentary via blogs. This viral model (with Ford as a low-key ‘commissioner’) built a fan base that spread across many online media channels
‘Where are the Joneses?’, an innovative, world first, interactive comedy generating an online community of just under half a million with an average dwell time of 3 minutes and a fan base spread across many online media channels.
With a reach estimated to be over 3 million – and still counting - this was an initiative that energised Ford to move beyond the traditional to a more connected approach.
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