Monday, June 15, 2015

New Technology Spurs Ford to Turn Regional Transit Connect Promotion into National Campaign Through Flash Point


COSTA MESA, California, June 4, 2015—In 2014, Ford made a big splash on social media promoting the all-new Ford Transit Connect wagon on Facebook, YouTube, Instagram, and Twitter as the Unminivan Giveaway on the west coast.  In 2015, the campaign is going national.

The Unminivan Giveaway 2 will launch on June 1, 2015 through 150 select Ford dealers nationwide and run through December 1, 2015.  Flash Point Communications in Costa Mesa, California will again create and run the promotion.


“In 2014, Tom Grill, the Ford Western Region Sales and Marketing Manager, conceived the idea,” said Scott Empringham, CEO of Flash Point.  “We were tasked to find that niche customer, engage them online, get the dealers excited, and deliver results right to the showroom floor.”

“In only 7 months, the Unminivan Giveaway generated 111 million impressions, 100,000 quality leads and over 1,100 actual test drives in the Ford Western Region alone,” said Empringham.  “And this is a niche vehicle.”

After the campaign ran, Ford also reported that market share for the Ford Transit and Transit Wagon rose by as much as 1.5% in both the state of California and the entire Ford Western Region.


In the 2014 promotion, visitors were asked to watch one of five product-focused videos.  One of the videos ultimately received over 201,000 views, winning several Telly’s (including People’s Choice).  One-third of all visitors stayed on the site to watch all five product videos.  Then visitors were encouraged to share socially with friends.

“Part of our ROI success comes from our Pinpoint targeting technology,” said Empringham.  “By combining our own proprietary software with R. L. Polk and Ford data, we’re able to identify and target in-market shoppers really precisely.

“As responses come in, our tagging and analytics make sure every entry comes from a qualified target so people can’t game our promotion,” continued Empringham.  “It’s so effective, we won two Gold Awards at Event Tech 2014 for it.”

“The other big difference is what we call Hyper Local Activation,” said Empringham.  “It basically allows us to take one client campaign and turn it into hundreds.  Or even thousands, depending upon the size of their retail network.  It’s a decisive advantage for our retailers—combining technology and our retail team.”

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 fifteen years, Flash Point Communications has been a leading innovator in social media software, marketing, and retail network engagement.   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 http://blogflashpointcommunications.com.

Want to learn more on how we can help you? Email our CEO at Scott.Empringham@fpcdigital.com