A few weeks ago I was watching City-TV here in Toronto and an ad came on for the Ford Focus. Nothing unusual about that, but what was unusual was the now familiar “i” logo for accessing interactive TV options that appeared during the ad. The interactive screen that came up overtop of the Focus ad after I pressed select on my digital remote asked me if I was looking for “fun”, “convenience”, “economy” or some such list and after making a selection the next screen asked if I would like to get a brochure on the Ford Focus. I clicked “yes” and the screen said thanks. End of interaction.
Yesterday I got a really nice package in the mail from Ford that included the promised brochure along with an offer of a free gift if I went to a dealer for a test drive. They referenced the generic ford.ca site in the introductory letter and mentioned that I could “build my own Focus” and get pricing at the site.
This to me was a great example of tying together iTV, Direct Mail, dealer-level walk-in generation, and the web into one well-executed campaign.
If you know more about this particular campaign, especially how successful it has been for Ford, I’d love to hear from you.