Autmotive v Social: Ford Facebook Explorer, The Megane Experiment

Ford is the first car manufacturer to use Facebook rather than an auto show to reveal a new model, its Explorer SUV. Prior to the reveal, which took place online today (26 July), Ford had been using the Ford Explorer Facebook page to gain publicity for the car and now has more than 46,000 fans. A series of videos and events, including conversations about the new car with Ford executives that replicate the experience consumers would have at an actual auto show, are available to watch through a live video link on the page. As part of the campaign, Ford will give away an Explorer to one of its Facebook fans, picked at random.


The Megane Experiment
Renault marketing strategy associates Renault with Gallic culture, akin to its “Nicole and Papa” ads of the 80s and 90s. The aim of the campaign is to improve UK sales of the Megane saloon. Ads will contrast the Côte d’Azur resort of Menton with Gisburn in Lancashire to establish which has the greatest “joie de vivre”. The tongue-in-cheek spots will compare a swimming pool in Menton with a puddle in Gisburn, and show a French couple at a sunny seaside restaurant and a British couple outside a pub in bad weather. A 10-day teaser TV and print campaign, launching this week, will claim Menton contains more than 21 Meganes, while Gisburn has none. Consumers will be directed to a website at themeganeexperiment.com, which will follow the journey of Claude as he drives a Megane from Menton to Lancashire. From next month, a follow-up TV, print, radio and digital push will follow Renault’s attempts to give Gisburn greater joie de vivre. Extra content will be avail-able on YouTube and Renault TV. I disagree that the French have “joie de vivre” though: generally they are chain smoking, shrugging and miserable.

Ford Reveals 2011 Ford Explorer on Facebook (offonatangent.blogspot.com)
2011 Ford Explorer REVEALED: Can This New Model Save The SUV? (PHOTOS) (huffingtonpost.com)
Ford Shows Off New Explorer to Facebook Fans with Full Day Of Content (insidefacebook.com)
Ford to unveil 2011 Explorer on Facebook (reviews.cnet.com)
2011 Ford Explorer Changes The Game (ridelust.com)
Ford to unveil redesigned model on Facebook (newstatesman.com)
Scott Meis: Ford Facebook Reveal Day = Smart Digital Launch (scottmeis.com)
Ford unveils lighter version of Explorer (kansas.com)
Inside the 2011 Ford Explorer Facebook Reveal (mashable.com)
OMG LOL: 2011 Ford Explorer to get Facebook reveal (autoblog.com)

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