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. People dialing **Ford outside the festival's central Tennessee locale will hear a different message along with a text directing them to a unique localized version of the landing page.
"We are trying to do things that have much more mobile engagement," Trisha Habucke, Ford digital marketing manager, told Adweek. "Using mobile seems like a simple concept, but we are really learning how to target people now."
The mobile piece is party to a social-media initiative that began in April, asking consumers to enter the chance to become Fiesta Movement agents with the carrot of getting to take a road trip to the festival near Manchester, Tenn. The winners—who essentially consist of young brand advocates—were announced last month. Now, the agents will take in the festival while signing up concertgoers who want to enter into a chance of winning a Fiesta and/or receive more information about the car.
Attendees can also enter the giveaway by registering their concert wristband at the Ford Garage on the festival's premises. Indeed, the Detroit brand and 12-year-old festival have forged a multifaceted partnership that also includes large display ads on Bonnaroo's homepage.
In addition, Ford is running local radio spots to support the play. Lastly, the brand is promoting its presence at the show with earned-media messages via Instagram, Facebook and Twitter.
"Everything we do nowadays has a social component," Habucke added.