By Guest Blogger, Donna DeClemente, Donna's Promo Talk
Well the folks over at the Ford Motor Company have done it again this week. They've used social media in a totally new and different way. Last year they introduced the Ford Fiesta by giving 100 Fiestas to 100 social media enthusiasts to drive around the country for six months and blog, tweet, post videos, photos and update Facebook pages about their experiences. Now they've used Facebook as the media to introduce and reveal their new 2011 Explorer. On Monday the live 2011 Ford Explorer Reveal could be viewed from the Ford Explorer Facebook page.
New vehicles are normally introduced first to the press and at Detroit car shows, so this was definitely a "big deal" (as they say in the current Ford Fiesta TV commercial). Ford invited their Facebook fans to join them throughout the day on Monday, July 26, for exclusive video, photos, and live chats with the Ford Explorer team. It began at midnight with a pre-reveal video that included Mike Rowe, the host of Discovery's "Dirty Jobs," speaking with Ford CEO Alan Mulally in Herald Square in New York City where they created an outdoor forest environment to showcase the new Explorer which was still hidden under a tarp. Ford has used real people, not actors, in this video along with a very conversational dialog that helps to create the social feeling that this media is supposed to be all about.