Monday, March 31, 2014

Multi-platform, Integrated Social Media Campaign Proves to Be a Millennial Magnet

COSTA MESA, California, April 17, 2014—Millennials may be a difficult target to reach.  But Ford Motor Company and Flash Point Communications found a way to combine college loyalty and social media integration to attract this elusive generation.

Reminiscent of TV’s The Apprentice, the 2014 Ford College Ambassador Challenge encouraged student teams from eight universities to compete for a chance to network with the top echelon of Ford management. Each team was challenged to further improve the awareness and favorable opinion of Ford vehicles among their millennial peers.

In the first challenge, high marks were earned by the team that delivered the most attendees during a campus speaking event.  The second challenge asked student teams to successfully generate 120 test drives.  In the third challenge, students created their own video aimed at millennials to be posted on social media.

Carnegie Mellon Video

Carnegie Mellon University - Winner of Great Lakes ‘Go Further’ Challenge

Boston College Video

Boston College - Winner of Boston ‘Beanpot’ Challenge

“When Ford came to us with this challenge, we were all over it,” said Scott Empringham, CEO of Flash Point Communications.  “We know social media, so creating a campaign for millennials was the easy part.” 

“The challenge for us was to truly maximize the event and develop a microsite  millennials would embrace, interact with, and share. Fortunately for us, as well as Ford, they did,” said Empringham. 

Participating schools in the Boston Region included Boston College, Boston University and Northeastern University.  Participating schools in the Great Lakes Region included Carnegie Mellon University, Michigan State University, Purdue University, the University of Minnesota, and the University of Wisconsin.

About Flash Point Communications

For over fourteen years, Flash Point Communications has been a leading innovator in social and digital media. Based in Costa Mesa, California, Flash Point serves many of the globe’s most respected automotive brands from four offices nationwide. For more information, go to