This is the secret that many companies are just now learning: your customers are your best advertising asset. When it comes to something as passionate about talking about the 2010 Ford Mustang, you definitely want to get out of your customer's way, right?
This reminds me of Tide's "Talking Stain" ad during the last Super Bowl. The ad was more than a pitch for the product; it also sent viewers to Tide's website where they could send in their own "Talking Stain" video entries. Prizes were available and everything. The commercial was fairly low-budget, but the message and the strategy were brilliant. Perhaps Ford is trying to latch onto some of that effort. It's about time.
The advertising industry's "same old, same old" tack on strategic consumer messaging is tired, no matter how innovative the ad glitz is. Engaging consumers by encouraging a two-way line of communication is where it's at for a whole new crop of consumers.
Sandy Grushow with Filmaka states that, "With all the disruption in the advertising and media businesses today, brands need an increasing volume of professional content produced in a highly efficient way . . . brands need to figure out a way to cut costs while they remain as relevant to consumers as ever before."
Filmaka was approached by Ford to take advantage of its short-film expertise on the web -- and it ended up collecting 400 scripts from interested online entrants who were tasked with relaying their personal stories about the Ford Mustang. Nothing speaks better than the customer.