How VR And Mobility Are Influencing Ford’s Marketing
Ford is also exploring how it might use Amazon Alexa and other voice-activated assistants within its connected cars, says Integrated Marketing head Lisa Schoder.
When the Ford Motor Company made the leap into Virtual Reality in August 2016, its goals were firm and clear: this was not an experiment. It would not be a one-time ad campaign designed to “generate buzz” and then disappear. And Ford’s VR experience would not be housed on another company’s platform.
Ford, along with its dedicated agency, GTB, partnered with integrated production company Tool of North America, to create what they say is the “auto industry’s first dedicated branded VR app and recurring content series.”
“It wasn’t about selling vehicles,” said Lisa Schoder, Integrated Marketing & Media Lead at Ford, during a panel session with the company’s VR allies at the IAB Mobile Symposium. “This was more about building the brand. This was about telling Ford’s story of innovation in our products and engineering development.”
VR: It’s Where The Customers Are Going
The deep dive into VR reflects Ford’s recognition of where potential customers are consuming content. Plus, it reflects the desire to move to a mobile-first strategy,” Schoder said.
“The VR app made sense for us as a way to pursue original storytelling through in a thoughtful way,” she said. “We avoided thinking of this as a ‘one and done.’ This was about building a new channel for us to distribute content on.”
The first piece of featured VR content during the launch was the story behind the Ford GT’s return to the 24 Hours of Le Mans, 50 years after the car’s original victory. The underlying message of the content was to showcase “the power and efficiency in Ford’s EcoBoost engine” as well.
“On top of sharing virtual reality stories about our innovative products, we are also looking to bring mobility issues to the forefront,” Schoder said at the time of the launch. “As we expand our business to be both an auto and a mobility company, we are pursuing emerging opportunities through Ford Smart Mobility.”
Initial Results Are Strong
The idea for focusing on VR as a branding tool had been “kicking around the agency for a while,” said Christian Colasuonno, director of Digital Production at GTB.
For example, at another IAB conference last year, MINI USA’s Lee Nadler showcased that car company’s use of VR as well. The main goal was not just to share arresting visuals. He wanted to demonstrate that, even though “VR isn’t mass yet,” the ability of immersive, 3D visuals are able to lift brand favorability by 11 percent after generating 4.2 million views.
For Ford, the initial results of its VR efforts were even stronger. The VR experience for Ford’s participation in Gymkhana, the Australian and New Zealand motorsport race, last October drew over 17 million-plus views, as well as drew widespread coverage from media outlets both general and automotive-focused.
During the IAB presentation, Dustin Callif, Tool’s managing partner, noted that Schoder started her career on the engineering side and then moved to marketing.
“The story we’re telling is how that reputation for performance can be stepped up into something larger for the brand,”Callif said before turning to Schoder. “Is [this use of VR and mobile] analogous to the relationship between the auto-enthusiast books and the mainstream advertising were back 20 years ago? Is this an advanced version of that?”
“Maybe,” Schoder responded. “At least in the way we approached it, if we were saying we wanted to deliver stories with the Ford brand onstage, those key moments are in our performance portfolio. And we also knew that when we dug into the audience insights with our performance fanbase, we knew they were largely into tech and identify as early adopters. Now, we’re looking to go beyond performance to see what other stories we can tell to a broader audience.”
Smart Mobility And Connected Cars
Following the panel, we caught up with Schoder and asked her about other emerging channels that can offer both a branding experience as well as drive performance to local dealers.
While the IAB panel discussion was about the role of Ford’s VR app as a branding and content distribution tool, does Schoder see VR as something that can work at the local dealership level to create an omnichannel experience intended to drive sales?
“It certainly could be,” Schoder told GeoMarketing. “This particular app was initiated to build brand stories. We’re also looking at VR within the shopping experience. It could provide education about new features, for example, ‘How do you experience the all-new Expedition from the inside-out?’ That is certainly a part of how we might approach the overall use of the VR technology.”
Aside from VR, Ford is also exploring ways of using voice-activated, artificial intelligence-powered digital assistants like Alexa or Siri or Okay Google as part of a wider smart mobility strategy, she noted.
“We want to understand how to work with Amazon on Alexa, so that if someone asks a question about one of our cars, they can have the right answer, the best answer for them,” Schoder said. “We are already working with Amazon on our connected vehicles and see how Alexa fits into what we’re doing and what our customers want. For example, it would be exciting for someone to say, ‘Hey Alexa, start my car.’ The car is a piece of the Internet of Things ecosystem and we want to explore all of it.”