Ford Geofences Bonnaroo Music Festival

Carmaker taps Zoove to target concertgoers

When tens of thousands of tunes-minded folks walk into the Bonnaroo Music Festival, which begins today, many will notice Ford-branded signage that encourages them to dial **Ford on their mobile phones in an appeal for the carmaker's 2014 Fiesta model.

If consumers make the call, they'll hear a recorded message that's tailored to the location, as the automotive brand has geofenced Bonnaroo's 700-acre grounds via mobile marketing firm Zoove's StarStar system. A text message with a link to the campaign's mobile landing page will immediately follow the call.

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