Ford Motor Company, in an attempt to drive interest in its completely redesigned 2010 Taurus, launched a national mobile campaign at the end of last year that ended with an overall CTR of 20%, and reached a total mobile audience of over 1 million consumers.
The campaign, powered by Mobile Posse, utilized full-color, full-screen creatives to showcase the exterior design of the new Taurus and highlighted select engineering and interior features- including the available 365-HP Ecoboost V6 engine, radar-enabled technologies, and massaging seats. By the end, nearly half of Mobile Posse’s unique users clicked on a Ford ad during the campaign.
The campaign was the first by an automaker to utilize Mobile Posse’s idle screen “click-to-mobile web” functionality, which enables consumers to launch a complementary mobile website with a single click. After viewing the Ford Taurus ad, users were invited to visit Ford’s mobile website to find a local dealer. Nearly 20 percent of users that viewed a “click-to-mobile web” ad elected to view the site.
Mobile Posse’s “idle screen” approach has been largely successful across the board, garnering double-digit CTR in many cases. The solution proactively delivers graphical and interactive advertising to the most valuable real-estate on the mobile device – the idle screen. Consumers opt-in to the free service to receive timely information and valued offers from national and regional brands. Idle screen messages are delivered only when the phone is not in use, generating industry-leading consumer response.