Ford Fusion’s Snowball Ad Strategy Starts at the Super Bowl

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2014 Ford Fusion Hybrid S

Just ahead of Sunday’s Super Bowl game between the Seattle Seahawks and the Denver Broncos, Ford (NYSE:F) will be running a televised spot for its Fusion Hybrid sedan.

Now, alone, that’s not big news. Ford and automakers in general are constantly advertising on TV, at the Super Bowl, or otherwise. But while a Super Bowl ad is often the peak of any given company’s advertising strategy, Ford’s Jim Farley says that this particular spot is just the beginning of a 3,000 dealership and company effort to help create a buzz before the game — and sustain it for several weeks after, Automotive News reports.

Facebook, Instagram, and Twitter are expected to play crucial roles in this effort, according to Farley, who is Ford’s chief officer of marketing. Additionally, Ford’s regional dealer ad groups have also bought spots during the game, all of which will share common themes with the main corporate ad.

Comedian Rob Riggle, formerly of The Daily Show and Saturday Night Live, and actor James Franco will be featured in the ad spot. Teasers for the ad, which were pushed out to Ford’s dealership employees, “feature vignettes that encourage recipients to click and ‘Tune in February 2 to learn the meaning behind #nearlydouble,’” Automotive News said.

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