Tuesday, December 1, 2009

VIRAL MARKETING GONE WRONG... Ford Mustang's attempt at making viral marketing video


Ford is about to reveal its latest Mustang 2010 model, which is celebrated by the making of the video with the not really enticing title: "2010 Ford Mustang vs. professional skateboarders".

It seems as if they had great expectations and thoughts about the film, but didn't really had IT.

First of all - Ford Mustang is sponsoring skateboarders!! ? - I think Ford's attempt to attach oneself to the skateboarding culture has failed miserably and is in no way credible.

Why not attach oneself to all american cultures/subcultures such as Nascar, Football or just plain ROCK N' ROLL?

Second big corporate communication failiure is the disclaimer/warning in the beginning:

"This video shows both computer-generated and actual driving sequences (...) Computer-generated scenes do not depict actual driving and are pure fantasy"...

The above comments on computer graphics and pure-fantasy-driving-experiences are in my eyes SO uncool and so NOT Ford Mustangs, prancing horses, freedom and being the all-American Lone Rider...!

Lastly, when watching the below BMW M5-video, one can only laugh about Ford Mustang viral marketing-campaign. This add is directed by Guy Ritchie and features Clive Owen and Madonne - and in connection with this, taking brand attachment into consideration, it seems a bit more thought through ;)


All the best - Bjarke Petersen

1 comment:

  1. So what's the best way to go?

    Also, it seems that even with the lame marketing, they've still had the desired effect. Everyone is talking about it..

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