Ford Putting Marketing Muscle Behind ’13 Mustang

DEARBORN, MI – Ford, which plans to promote its new ’13 Mustang sports car through social-media websites, made an unusual marketing move this week by featuring the pony car in a high-profile television spot during the annual Daytona 500 motor race.

The spot, dubbed “Inner Mustang,” touts the auto maker’s online “Mustang Customizer” that helps users build their own virtual car by showing the exterior change colors and trim as the vehicle drives down a city street.

Airing an ad during the Daytona 500, commonly referred to as the "Super Bowl" of NASCAR racing, reportedly costs about $500,000 for a 30-second spot.

While Ford has refrained from advertising during other high-profile events, including last month’s Super Bowl football game, the Daytona race makes sense for a variety of reasons, says Lee Jelenic, Ford car-marketing communications manager.

“The Daytona 500 is a core (Mustang) audience and an iconic media property,” Jelenic tells WardsAuto during a media event here. “The Mustang brand is so important; we wanted to do it justice by launching this spot with placement that is equally iconic, far-reaching and high-impact.

“It’s pricier than syndicated cable, but for the bang for your buck it was a great fit for us,” he adds.

Although the Mustang is one of Ford’s most celebrated nameplates, its sales do not approach those of Ford’s top-sellers such as the Fusion sedan and Escape cross/utility vehicle. But Jelenic says the halo car still warrants the marketing expenditure of the Daytona 500 ad, as well as the cost to develop the online customizer.

“(Muscle cars are) a competitive segment, but not the highest volume,” he says. “But Mustang is one of the things that make Ford unique.”

Nevertheless, the Mustang faces fierce competition from the Chevrolet Camaro, with U.S. sales last year falling 4.4% to 70,438 units, while Camaro deliveries climbed 8.5% to 88,249, according to WardsAuto data.

Jelenic considers the Camaro a worthy competitor, but says Ford has no plans to take shots at it in any of its marketing endeavors. “There’s only one Mustang, and it’s the original pony car and the ultimate in an American sports car.”

Mustang’s Facebook page reflects its popularity, with more than 3 million fans. The online customizer is gaining traction, as well, with some 4 million virtual builds since its debut late last year, Ford says.

Once a virtual customized Mustang is completed, the user can make a PDF file and bring it to a dealer to have a real car created, Jelenic says, noting the interactive tool is the next best thing to a test drive.

Virtual customized Mustangs also are traded and displayed by users, providing a viral element to Ford’s marketing measures.

Jelenic says there is no concrete data showing how many actual sales have resulted from someone customizing a virtual Mustang, but the online customizer provides a “meaningful experience” with the car.

Ford’s widespread use of social media to promote new products stems from the success of the Fiesta Movement online campaign, which launched in 2009 months before the global B-car went on sale.

Lessons learned from that online effort have shaped all of Ford’s subsequent social-media efforts, Jelenic says. “We recognized the power of handing the brand over to our customers in a meaningful way and doing it early in a pre-launch time period.”

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