One of the most interesting stats on the most recent Socialnomics video update asserts that “the Ford Explorer launch on Facebook generated more traffic than a Super Bowl ad.”
For several years now, Erik Qualman has been pressing out Social Media Revolution videos with eye-opening statistics to establish the credibility of social media. The latest installment on Socialnomics does not disappoint and continues to establish how these new channels are here to stay.
The stat about the Ford Explorer launch is old news, though the post-Super Bowl update of the video was timely. In fact, the information was drawn from an interview with Scott Kelly, digital marketing manager for Ford Motor Company in March 2011. Interviewed on eMarketer, Kelly provided somewhat more detail: Following the Explorer launch, we had all kinds of interesting results. We had the second-highest day ever on Ford.com. And results from third-party auto sites also showed us that traffic and searches for the car model after the Explorer Live event were higher than what they typically see following a Super Bowl ad.”
But why was the online launch more effective? Kelly attributes the following factors to its success:
- Ford combined and integrated online and offline media to promote the launch (Facebook was combined with live, streamed events across the country)
- Ford felt that they had no online competition with other automakers for share of voice
- The Super Bowl ad was a higher cost to produce and had to compete with other automakers for share of voice
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