Ford continues its foray on TikTok with a new hashtag challenge and branded effects for its latest campaign.
The car maker is the latest of auto industry players, including Honda and Toyota, to switch marketing gears in favor of modern tools like Twitch, Instagram, and most recently, TikTok. Ford’s latest campaign asks users to get creative in imagining where they might park their new Ford Maverick, which, thanks to the magic of augmented reality, can range anywhere from a driveway to the palm of their hand. The brand also brought together a crew of influencers including @mikeoofs and @Chloevmitchell to try their hand at the challenge and spark inspiration for TikTok’s 100-million plus active users.
The new campaign isn’t just a snazzy way to sell a car, however. It reflects the growing popularity of digital and different platforms amongst the corporate or “less-creative” crowd. Indeed, it proves that TikTok isn’t just for kids, it’s for brands hoping to target young people and add a new layer of dimension to their image. It’s not surprising that Ford leads the race for top spot in Gartner’s ranking, then, and as the pandemic concludes and consumers begin to take flight travel more seriously, auto makers in particular should consider tapping into TikTok to remind them of just how far they can dream in a car, too.