In the auto industry, collisions are generally not a good thing. But the collision of brand and cause marketing continues apace.
As media and its delivery evolves, borders are blurred by technology, and consumer brands embrace the notion that their customers care about things, and want them to care too, these campaigns get more creative.
Take for example the Ford Focus Global Test Drive. As part of the program Ford will select 40 lucky individuals to travel to Spain in February to test drive the 2012 Ford Focus before it hits the market. In addition, Ford will award $10,000 to a charity of each winner’s choice, in the categories of environment, education, or hunger. And, making this truly a ‘global’ event, organizations from around the world are eligible to receive the grant.
To compete, individuals create and upload a two minute video to the Ford Focus Facebook page via the Global Drive tab. The video has to be compelling – about a cause and desire to drive the car. Selections will be made based upon criteria such as the quality and creativity of the video, the submitter’s social networking savvy and his/her soci
al media reach (including the number of people who “love it”).
Just another marketing gimmick aimed at cynical Americans? Not so much. As a partner in promoting and vetting the charity aspects of the program, GlobalGiving has had the chance to see how Ford has brought together marketing, philanthropy, and social media in a truly global way. And what’s fantastic is that Ford Focus is not “recreating the wheel” (pun intended). Building off of the success of the Fiesta Movement, Focus is running a campaign that both brings new aspects of “challenges” to bear (check out the video invites to key bloggers), but also leverages existing platforms and partners, including Facebook, Twitter, Votigo and GlobalGiving. Smart.
Get off the curb – submissions have to be in by December 31st. Ladies and gentlemen, start your engines!