DJ Khaled recently Snapchatted his son's birth to his 6 million followers, and he just did the same thing for the launch of Ford's new "baby," the EcoSport SUV, which he revealed on Snapchat Monday night. It's the first car officially revealed on Snapchat, according to Ford.
"It's different than anything you've ever seen from Ford before, and it starts with who our customer is," said Cristina Aquino, marketing manager at Ford. "Their focus isn't about having stuff—they wanted a car that enables them to have experiences. Snapchat lets you share experiences with friends and family, and there's no one who ties to that concept of Snapchat better than DJ Khaled."
Ford isn't the first brand to tap into Khaled's larger-than-life personality. The so-called "king of Snapchat," who's known for catchphrases like "major key" and "another one," previously has inked deals with Apple, Ciroc vodka and Silk plant-based milk.
Khaled also will appear at Ford's "Go Small, Live Big: L.A." installation, timed to this week's L.A. Auto Show. It's a pop-up village in Los Angeles that will include local food from Smorgasburg LA vendors, a minizoo of tiny animals, a tiny home and demonstrations by professional skateboarders at a Venice-style skate park.
The campaign is designed showcase the EcoSport as Ford's smallest SUV but with a big personality for those who believe in "living big," as Khaled does.