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Ford Drives Consumer Interest with Mobile Posse

February 03, 2010

Mobile Posse is helping Ford Motor Company to drive consumer interest in its all-new 2010 Ford Taurus.

During November and December 2009, Ford did promotions to launch the redesigned Taurus for Mobile Posse's opted-in base of mobile consumers.  
Ford's mobile idle screen advertising campaign was aimed to increase consumer awareness in the new Ford Taurus sedan.  The full-color, full-screen creative showcased the exterior design of the vehicle and highlighted engineering and interior features, like the 365-HP Ecoboost V6 engine, radar-enabled technologies, and massaging seats. Average CTR for the campaign was 20 percent.
'The all-new Taurus is the most innovative full-size sedan on the road today and the rapid growth of Smartphone customers provided the perfect opportunity to unite innovation with the innovative,' said Lew Echlin, Ford National marketing communications manager.  
'The mobile medium is a perfect forum to showcase Taurus' leadership in design, fuel-efficient EcoBoost power, and radar technology, which made the graphic-rich Mobile Posse platform a wide stage to provide our customers with demonstrations and a call to action, ideal for our flagship, ' Echlin said.
Mobile Posse's active idle screen solution 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 information and valued offers from national and regional brands.  Idle screen messages are delivered only when the phone is not in use.
'We are thrilled to be a cornerstone of Ford's innovative launch campaign for the Taurus,' said Jon Jackson, CEO of Mobile Posse. 'The success of Ford's campaign underscores the ability of active idle screen advertising – and mobile advertising in general - to effectively elicit consumer response and to generate sales leads for high-dollar-value consumer goods.'

Anamika Singh is a contributing editor for ContactCenterSolutions. To read more of Anamika's articles, please visit her columnist page.

Edited by Stefania Viscusi