Ford, Instagram Countdown to 2015 Mustang Launch
On December 5, 2013, the redesigned version of one of the most iconic vehicles in history will be revealed: the new 2015 Ford Mustang. And the first photo of the car will appear on the social media image-sharing platform Instagram.
In creating the next-generation Mustang, Ford says it is thinking about America’s pony car in a different way, one reflective of the car’s popularity not just in the U.S., but also all around the world. As the latest member of the automaker’s globalized product arsenal, Ford claims it has accounted for worldwide desires, ideas, and requirements in the new Mustang, a car that its owners and devotees told Ford is about freedom and self-expression as much as it is about power and performance. As a result, Ford representatives say the new Mustang will “be more relevant to the real world, the one in which we live today,” promising a sports coupe that is technologically sophisticated, more refined, and better connected.
Pictured above: 1967 Ford Mustang Fastback, 2014 Ford Mustang GT Convertible
Clearly, the 2015 Mustang is going to represent a different way of thinking about the car for Ford, and its fans. Naturally, then, the automaker is approaching the Mustang’s launch in a novel way, by partnering with social media platform Instagram in order to build excitement about the redesigned car.
“We live in a visual world now,” said Jim Farley, executive vice president of Ford global sales, service, and marketing, in announcing the partnership.
According to Farley, Instagram and its parent company Facebook are important partners for Ford because of the way they allow the automaker to connect with customers through 2-way conversation. And there’s no better model for leveraging Ford’s social media presence than the redesigned Mustang.
As proof, Farley noted that Ford has nearly as many followers of the Mustang on Facebook as it does all of its vehicles, and claims it is the most “liked” vehicle on the social media platform. On Instagram, the Mustang accounts for half of Ford’s presence. Therefore, based on existing experience, Farley says it’s natural to use these platforms in order to build buzz about the Mustang, and about Ford.
Pictured above: Jim Farley, Ford marketing VP and all-around nice guy
In advance of the redesigned 2015 Mustang’s official debut, Ford wants fans of the Mustang to share their Mustang photos using the #MustangInspires hashtag on Instagram and Facebook. For each of the 15 days leading up to the new Mustang’s reveal, short films based on the submitted images will be created by 15 of Instagram’s top video producers.
Farley admits that with these new social media platforms, many brands have trouble “letting go” and giving consumers control of the message, the content, and the ideas. But he also knows that people react positively when a brand places trust in its customers. Because Ford wants consumers to look at the company and its products differently, social media is a natural marketing channel.
“The Mustang launch is really about Ford,” Farley reminded reporters. “Ford has finally arrived.”
Pictured above: #MustangInspires promotional poster
Photos by Christian Wardlaw