Jordan Ford has always had grass roots components when it comes to marketing the brand. Jordan Ford is the major and sole sponsor of Cowboys Dance Hall in San Antonio. For those not familiar, concerts and bull riding events happen on a regular basis and it is also an everyday hot spot to dance and hang out. Jordan Ford is also a major sponsor of the new Heroes Stadium which is home to the North East Independent School Districts (NEISD) football games. During 2011, HTMM has been challenged to elevate these sponsorships utilizing new media initiatives.
Challenge:
Elevate the Jordan Ford sponsorships through new media avenues. Utilize data capture techniques to capture phone numbers, email addresses and grow the Jordan Ford Facebook page for remarketing purposes.
Solution:
Run a cross platform new media program to capture phone numbers, email address and grow Facebook followers.
Strategy:
Update Jordan Ford Facebook page with custom tabs that tie in directly into Smartphone initiatives, Facebook promotions, and the Jordan Ford website. First is to build out and customize pages on the Jordan Ford Facebook page
Inventory FB Tab/Page
Build out an inventory tab/page that automatically updates when changes are made to Jordan Ford’s inventory. We have research that shows that consumers are finding out and researching brands as much on Facebook as they are on websites. So it was only appropriate to have this tab and have it work in a seamless manner.
Cowboys Dancehall FB Tab/Page
With Jordan Ford being the major sponsor of Cowboys Dance Hall it was a no brainer to ad this tab. Again, the beauty of this tab is that it automatically updates when changes are made on the Cowboys Dancehall website events page.
VIP Concert FB Contest Tab/ Page
With Jordan Ford being the major sponsor of Cowboys Dance Hall, they have a VIP table to give away to every concert. Consumers will have the chance to win this VIP table to every concert during 2011 through this Facebook promotion. The contest will be promoted with targeted Facebook Ads, throughout the Cowboys Dancehall venue on flat screen TV’s, DJ announcements, and signage on trucks displayed at the venue. Once consumers go to the Facebook page, they are required to fan the Jordan Ford Facebook page, from that point they will have access to enter the sweepstakes. One the sweepstakes page, they are required to fill out a registration which includes email addresses, name, zip code and car year, make and model. At this point Jordan Ford has acquired an email address, a Facebook fan and some good demographic information, all used for direct remarketing purposes.
Smartphone/Texting Initiative
The second layer of the campaign is the smartphone/texting imitative. During each concert Jordan Ford will be giving away an autographed guitar from the artist playing. To win this guitar, consumers must text “Jordan” to 45389. Phone numbers will be collected at every concert from 7p-10p. At 10p, the winning phone number is randomly selected and an automated text is sent to the winner asking them to text back their info. The winner simply text back their name which automatically goes to the DJ and two other individuals. The winner is then announced on stage at 1030p. Again, this sweepstakes will be promoted with targeted Facebook Ads, throughout the Cowboys Dancehall venue on flat screen TV’s, DJ announcements, and signage on trucks displayed at the venue
The following week, any phone numbers collected in Guitar Giveaway will automatically be sent a text about the VIP Table Concert Contest with a direct link to the Facebook contest page. Consumers follow the link in the text to arrive at the Facebook sweepstakes page and go through the steps above.
Results:
This is program is kicking off on April 15 of 2011 at the Billy Currington concert. The beauty of this program is that Jordan Ford will have captured a phone number, email address, Facebook fan and demographic information of each potential customer. All these data touch points that have been collected will be used for direct remarketing purposes throughout the year. Another layer will be added to accommodate the NEISD High School Football sponsorship once the season starts.
Helen Thompson Media & Marketing is very excited about this program. Please check back periodically as we will be posting results and posting new and similar programs.
