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Ford
rolls out African-American campaign for Fiesta driving toward BET Awards
By Karl Greenberg
Mediapost.com (April 13, 2010) Ford is promoting its forthcoming Fiesta compact
car to young, urban, fashion-conscious African American consumers with a
range of programs leading up to the Black Entertainment Television (BET)
Awards in June. The efforts include new advertising for the car starring
someone to be picked from among people who attend a casting call at
Washington, D.C.'s Howard University.
The automaker's "Inspired by Color" program aims to find people whose
"unique and stylish" personalities represent the 2011 Ford Fiesta.
The company, whose agency of record for African American and urban
marketing is Uniworld, says it will tap five people to appear in a
national advertisement for the Fiesta that will air this spring. The
program's judges will be R&B Singer LeToya Luckett, eBay style director
Constance White, Parrish Clothing founder Tony Shellman and Ford Fiesta
designer Kevin George.
Ford promoted the April 13 - 15 casting event with local radio, targeted
online and mobile, posters and street teams designed to drive consumers
to www.fordurban.com. The sign-up site has shots of the car and a
palette of color options. Interested parties must wear an outfit in the
chosen color to the casting call.
Ford will promote the event itself with a team of "fashionistas,"
including "Project Runway" star Michael Knight, who will interview
attendees for sound bytes. There will also be what Ford is calling a
custom interactive eZine, "Inspired By Color" that will launch following
the campaign and will recap the entire program with additional issues to
follow, leading up to and immediately after the 2010 BET Awards.
The buying power of African Americans in the United States will hit $1.2
trillion by 2013, per the Television Bureau of Advertising. The TVB says
in 2013, African-Americans will account for 8.8% of all U.S. buying
power, up from 7.4% in 1990.
Ford says its Fiesta Movement social media program for the car has
gotten some 6.2 million YouTube views, 750,000 Flickr views and nearly 4
million Twitter impressions. The company says that, so far, it has
garnered 100,000 hand-raisers for the car.
15th
Annual Edition 'Buying Power of Black America' report
breaks down billions in expenditures (January
19, 2010) Black consumers are responding to tighter economic
condition by focusing more of their spending on items and services
that improve their homes and lifestyle. That's one of the trends
revealed in the 15th annual report, "The Buying Power of Black
America," published by Target Market News. The report analyzes
spending for black households in 2008 and finds that
African-Americans...
Story continued...
(January
19, 2010) Black consumers are responding to tighter economic
condition by focusing more of their spending on items and services
that improve their homes and lifestyle. That's one of the trends
revealed in the 15th annual report, "The Buying Power of Black
America," published by Target Market News. The report analyzes
spending for black households in 2008 and finds that
African-Americans...
