Ford Edge: Ford Launches Biggest Digital Initiative for Ford Edeg Crossover

[Edge Guide]

Ford Edge: Ford Launches Biggest Digital Initiative for Ford Edeg Crossover

 

 

By Michael J. Ureel, FCN

 

DEARBORN, Nov. 8, 2006 -- Ford Motor Company recently launched its cutting-edge Web site for the all-new Ford Edge crossover vehicle. Part of an extensive digital-marketing initiative, Ford is working with Internet giant AOL to provide breakthrough content technology, as well as reaching out to African American, Hispanic and Asian consumers.

 

"To reach our informed, tech-savvy consumer, the Edge needs a large digital presence. Therefore the team has developed the most comprehensive Web presence of any vehicle launch in Ford Motor Company history," said Jeri Ward, Edge marketing manager. "In addition to an unprecedented use of technology and animation on the fordvehicles.com site, we've teamed up with the giants of the internet, like AOL, to leverage new emerging digital communications, social networking and lifestyle content. With the Edge launch, we will blur the lines between online content and product advertising."

 

Jim Sanfilippo, executive vice president and senior industry analyst at Automotive Marketing Consultants, Inc., in Bloomfield Hills, Mich., was very impressed with the site.

 

"This is a benchmark in automotive Web sites," said Sanfilippo. "Everything is here, the content is so good, so rich, it leaves nothing to the imagination as to where automotive marketing is going. This is a good indication of how good auto Web sites can get."

 

From the first mouse-click, the Ford marketing team designed the site to attract attention. The opening sequence features the song "Miles and Miles" by Montreal music group Dee, while an animated Edge rides the span of the Golden Gate Bridge, rolls past urban buildings, zooms through tunnels and arrives in a cityscape.

 

"Right away, you're engaged; it's entertaining, you've got this great music going on, and you land on the home page with a nice hero shot of the Edge on top of the world," said David Sanabria, SUV/CUV communications manager at Ford. "The site delivers key information about the Edge, but in an entertaining way. We often say our site delivers edge-utainment."

 

Animation and video are featured prominently on the Edge Web site. Animated segments with voice-over narration detail Edge's safety, versatility, performance and other features that consumers can "Go," "See" and "Do." Animated day and night "Vista Views" entertain as fireworks, blimps, planets and other objects stream by in the sky, as seen through Edge's Vista Roof™.

 

"The site has the most comprehensive animation and computer graphics that we've ever done for a Ford brand," said Brad Audet, SUV/crossover account director, JWT Detroit. "The extensive use of CGI (computer-generated imagery) is the main driver behind the uniqueness of the site. We worked closely with the Edge design department to really create a lifelike digital experience."

 

Sanabria said they made sure the site was easy to use and gives visitors more choices to learn more about the product, such as providing detailed text-based information, 360-degree views and the opportunity to Build and Price the Edge. There is also a downloadable e-brochure -- a first for fordvehicles.com.

 

Research indicates that the Edge target customer enjoys the energy of the city (a major motif of the site), and often uses the Web for comparison shopping or finding the coolest cultural hot spots.

 

"The Edge customer over-indexes on their use of the Internet," said Ward. "They use the Internet for recreation, social networking and a tool to research products before they purchase. This site allows consumers to engage with the Edge brand on their own terms."

 

The marketing team created a total lifestyle portal where Edge customers can personalize content and interact as a community. Ford teamed up with AOL and MSN for powerful back-end content resources.

 

The site features AOL's CityGuide search engine, and the site integrates with AOL AIM pages, AOL's launch of social networking technology, where users can create personal Web pages.

 

The importance of online marketing continues to grow, especially in the auto industry. J.D. Power and Associates 2006 New Autoshopper Study found that 87 percent of automotive Internet users visit at least one manufacturer site prior to making a purchase. The study indicated that shoppers are much more likely to buy an auto brand after visiting its Web site.

 

The Edge Web site is part of a larger integrated media marketing campaign for Ford Edge, which will include traditional media like television, print and outdoor ads and emerging media like advertisement within Xbox 360 games and mobile Web sites.

 

"There is an overall plan to be on other sites where our target customer is going to be, such as travel and lifestyle sites like ESPN.com and dailycandy.com, " said Sanabria. "Our digital launch is well-integrated so when the Edge target customer is surfing, Edge will have a presence there."

 

The Edge, which is scheduled to arrive in dealer showrooms later this month, is set to enter the fast-growing crossover segment. Its performance, design, and flexibility are aimed at attracting consumers who want a stylish, fun and versatile vehicle. Equipped with an all-new, best-in-class 265-hp V-6 engine and a six-speed automatic transmission, Edge delivers an estimated 25 mpg in highway driving on the FWD models.