Saturday, November 1, 2014

Ford Selects Flash Point for Unconventional '14 Transit Connect Launch

COSTA MESA, California, September 15, 2014—Ford has chosen Flash Point Communications, headquartered in Costa Mesa, California, to launch one of its most unconventional vehicles in recent history—the new, 2014 Ford Transit Connect Wagon.
The campaign, entitled The #Unminivan Giveaway, is sponsored by the Western Marketing Area of Ford Motor Company and is running through January 30, 2015 on Facebook, Instagram, YouTube, and Twitter.

“First, I knew we needed to create a buzz on social media,” said Tom Grill, U.S. Western Ford Market Area Sales and Marketing Manager. “But we also have to drive traffic right into the showroom.  That combination is a tall order, but we’re getting it done.”

“We’ve proven that using social media isn’t just about creating product awareness,” said Scott Empringham, CEO of Flash Point Communications.  “This campaign is really a hybrid—leveraging social media for incremental awareness, but incorporating our tools and technology to stimulate lower-funnel lead gen and test drive activity.  I think that’s what’s turning heads in the auto category.”

In addition to creating a microsite conducive on multiple social media platforms, Flash Point produced five product-focused videos, each highlighting a key feature of the new vehicle.  All videos were produced in-house in less than two weeks.

To help generate buzz and drive hand-raisers, a contest was also created giving entrants a chance to win a new, 2014 Ford Transit Connect Wagon, plus $15,000 in custom upgrades.

“Then we integrated literally hundreds of Ford dealers into the national launch,” said Empringham.  “But our PinPoint Technology is getting the most attention. We developed a technology to serve exclusive $50 test drive offers, directly into in-market shoppers Facebook newsfeeds--—converting them into test drives for dealers.  This is a one-of-kind product we’re really proud of.”

“We knew this campaign needed to be really targeted, and it required lots of different elements,” said Grill. “With Flash Point, you can get everything handled by a single marketing partner and we have a great track record with them with previous campaigns like Gimme the Gig 2 and Fusion Energi Adventure”.

“This campaign was produced on a really tight timeline,” said Empringham.  “But we do this all in-house, so we can turn things fast.  And we’ve been really successful in generating some awesome metrics out of very modest budgets.”

Formerly marketed to business and fleet buyers, the Transit Connect Wagon targets independent-minded people who want to haul up to seven passengers, load up with lots of cargo, and still want to avoid the “mom-mobile” image of a minivan.

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