The introduction of the all-new Explorer began as a tease on Facebook. And like any good tease, it made our audience hungry for more. So when Explorer was finally revealed on Facebook, a conversation ignited. “Explorer Live”, as we called it, was a personalized approach to the conversation. As our Facebook fan page flooded with questions and comments, we not only responded, we interacted through videos, live chats, photos and friendly banter. Other social media channels included blogs, forums, YouTube, and Twitter. “Explorer Live” ultimately influenced a Ford site user-experience and national print and television campaigns.

“Explorer Live” generated some pretty impressive results: -Over 2 million video views-About 34 million total impressions from social media-Achieved 240% incremental audience reach-Loyalty doubled- 13.3% contribution to the Explorer retail segment share -Facebook likes: 147, 964