Ford Sees Mobile Success With Campaign Touting 2010 Taurus, Generates 20% CTR
Posted by Justin on Feb 2, 2010 in Announcements, Content Publishing, In The News, Marketing Strategy, Mobile Advertising, Mobile Devices, Mobile Marketing
Ford Motor Company, in an attempt to drive interest in its completely redesigned 2010 Taurus, launched a national mobile campaign at the end of last year that ended with an overall CTR of 20%, and reached a total mobile audience of over 1 million consumers.
The campaign, powered by Mobile Posse, utilized full-color, full-screen creatives to showcase the exterior design of the new Taurus and highlighted select engineering and interior features- including the available 365-HP Ecoboost V6 engine, radar-enabled technologies, and massaging seats. By the end, nearly half of Mobile Posse’s unique users clicked on a Ford ad during the campaign.
The campaign was the first by an automaker to utilize Mobile Posse’s idle screen “click-to-mobile web” functionality, which enables consumers to launch a complementary mobile website with a single click. After viewing the Ford Taurus ad, users were invited to visit Ford’s mobile website to find a local dealer. Nearly 20 percent of users that viewed a “click-to-mobile web” ad elected to view the site.
Mobile Posse’s “idle screen” approach has been largely successful across the board, garnering double-digit CTR in many cases. The solution proactively delivers graphical and interactive advertising to the most valuable real-estate on the mobile device – the idle screen. Consumers opt-in to the free service to receive timely information and valued offers from national and regional brands. Idle screen messages are delivered only when the phone is not in use, generating industry-leading consumer response.
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