Ford Goes Mobile for Edge

Posted on by Chief Marketer Staff

Ford is talking up its new crossover vehicle, Edge, with a mobile Web site and messages delivered to consumers’ cell phones.

The mobile push extends Ford Motor Co.’s $80 million launch of Edge, which began in December with TV spots and a heavy Internet presence. The cell phone overlay extends Edge’s high-tech reach to its target audience, 30-something professionals.

Ford’s new multimedia mobile Web site, EnPocket.Ford.com, lets consumers sign up for text alerts, download Edge wallpaper, and watch an Edge video. Newspaper and outdoor ads promote the site with a short-code that users can text in to link their phones to the site. Banner ads online support. Interactive marketing agency Mindshare – Team Detroit handles, with an assist from mobile-phone agency Enpocket, Boston, for the cell phone overlay.

“Ford is the first large, global brand to launch a mobile program with this level of depth and sophistication,” said Brian Bos, convergence director at Mindshare – Team Detroit, in a statement.

The mobile phone offerings complement Edge’s online presence. An MSN site, FordEdge.MSN.com, hosts “Ideas from the Edge,” with recommendations for restaurants, shops and entertainment venues in 25 cities, listed in five categories (eat, see, play, trek and indulge). A similar tool on the Edge page at Ford.com invites visitors to “Find Your Edge” with a listing of hip restaurants, theaters and clubs in the 25 cities. (That feature is powered by MSN.)

A separate Edge page on AOL asks visitors to contribute their own “edgy ideas” of cool places and events. The sites are set up to encourage social networking between visitors.

A more targeted site, FordUrban.com, targets African-Americans with music, including a tie-in with hip-hop singer Kelis.

The interactive elements dovetail with TV spots that show the vehicle driving along the edges of architectural landmarks, from a skyscraper to the Golden Gate Bridge. JWT Detroit handles Edge advertising.

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