Keep your friends close but your enemies closer

fordAccording to Digiday “Gawker commenters can be pretty harsh. So it’s not everyday a big brand woos them — and makes them the stars of an ad campaign. Ford is doing just that. It is running a video-based campaign to promote the Fusion on Gawker auto site Jalopnik and tech site Gizmodo. “The Fusion Project” is three videos that feature six site commenters who have commented, both positively and negatively, on the Fusion. They were flown to Los Angeles, thinking it was part of Gawker market research, to experience the vehicle. The series is hosted by U.S. Top Gear hosts Rutledge Wood and Tanner Foust.”  By reaching out to people who have dissed them Ford is rewriting the rules of branding and social media and showing us all how it should and could be done. Continue reading »

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