Thanks for the comment Eric. I see where you are coming from, the tie between the photography and the ford fiesta is thin but marketing is changing and Ford are very much at the forefront of this. Interruption is morphing into participation, and participation is opening up social circles and creating more authentic messaging. Friends to friends, no brands to consumers.

I hear the argument about success. How any Fiestas were actually sold. It’s the still largely unanswered question around social media. That said, if anyone can tell me exactly how many cans of redbull were sold by the TVC that aired at 02:33 on some random cable channel last Tuesday then i’ll re-evaluate my idea of success.

Marketing is perfect and no idea/channel or strategy can deliver against every KPI. However a combination of innovative thinking with tried and tested comms can deliver stronger results than either element on its own. its just a shame that the TVC on its own doesn’t make a very good case study!

thanks for the comment
James