The Super Bowl is just days away and Ford is banking its money on a social media campaign with its dealers to create some buzz for its ad. So far they’ve only released a teaser for the 90-second spot which will air between the coin toss and kickoff of the big game.
The campaign has been given the hashtag #nearlydouble which they promise will make sense once the spot airs. They’re using the power of its 3,000 dealerships and all their employees, to promote the hashtag and ad before the game.
They started by sending the teaser clip to all of their dealerships back on January 21st. The dealers and their employees were then encouraged to share, share, share on Twitter, Facebook, and anywhere they chose. The teaser features actor James Franco and a tiger in a very fancy-schmancy room.
Franco doesn’t say a thing about Ford, just that they’re going to do something that’s never been done before in the history of commercials. The history of commercials, people!
What we do know about the ad is that it will feature the Ford Fusion Hybrid and that there will also be a sweepstakes so viewers can enter to win one. The ad will also include actor Rob Riggle.
Ford decided not to buy a spot during the actual game, but of its 26 regional dealer ad groups, 23 did purchase a spot. Those ads will tie in with the #nearlydouble ad airing after the coin toss.
They did purchase an ad during “New Girl” which airs immediately after the Super Bowl on February 2nd. The total cost of its advertising hasn’t been announced, but estimates are that the pre-kickoff ad could cost between $3 million and $3.5 million.
It’s a hefty price, but last year’s Super Bowl averaged 108.7 million viewers, so they’re getting some serious bang for their advertising buck.
http://youtu.be/rHzly7JIVvA
And check out our matchup between the 2013 Ford Fusion and the Nissan Altima…
Nicole Wakelin fell in love with cars as a teenager when she got to go for a ride in a Ferrari. It was red and it was fast and that was all that mattered. Game over. She considers things a bit more carefully now, but still has a weakness for fast, beautiful cars. Nicole also writes for NerdApproved and GeekMom.
