Ford SMS Lead Generation Campaign

Situation

Prior to aligning with Hipcricket in late 2010, mobile was missing from Ford’s national marketing programs.

Objective

Ford was projected to spend $1.3 billion on advertising in 2011 with its primary purpose to create leads that turn into sales.

Solutions

• Include mobile call to action in national ads to make dollars spent work harder
• Give consumers a real-time opportunity to interact with Ford
• Measure response levels across markets, models, and television programs

Results

• 15.4% conversion rate
• Leads delivered to local dealers and followed up on within minutes

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