Ford’s campaign, which has been developed in conjunction with marketing agency, Blue Hive, is to offer 1000 social media users in six European markets a unique free gift to mark the launch of its new B-Max. The car manufacturer is seeking the help of social media influence marketing platform, PeerIndex, and believes this could be the largest social marketing project of this kind ever to be undertaken in Europe.
The campaign will be using PeerIndex’s profiling to identify social media users in France, Spain, Germany, Italy, Romania and the UK who have a significant influence on the topic of cars, lifestyle and technology. The users will be invited to visit a dedicated microsite where they can enter their details to see if they qualify for the free gift.
Across all targeted regions there will be 1000 qualifying entrants who’ll be given a 3D holographic rendering of the new B-MAX. The rendering comes with a special torch which, when shined on the image, will reveal the hologram. Ford then wants social users to share this with their friends.
PeerPerks isn’t too dissimilar to a micro affiliate concept we previously reported on. It lets people benefit from their social media profile by giving them the chance to receive products from brands based on activity and influence on Twitter, Facebook and LinkedIn. Brands benefit from being able to connect with users who are influential on specific topics.
Usha Raghavachari is Senior Marketing Communications Manager for Ford of Europe and is aware of the great value for money this marketing approach could provide if it turns out to be successful. “This technology means that we know we’re targeting the most influential users and that guarantees that our marketing spend is going to be most effectively targeted,” he said.