Ford’s new partnership with Disney includes a large-scale reveal of the auto brand’s newest Bronco SUV lineup.
Ford is hosting its first-ever “prime-time product reveal” with a series of commercials on Disney networks including ESPN, National Geographic, and ABC. The car brand created a series of three-minute short films in collaboration with the entertainment giant that simultaneously premiered on July 13 as each network’s first commercial break during the 8 p.m. ET show block. Each channel’s film is available to watch on Hulu, as well. The commercials mark Disney’s first time creating custom content for numerous networks.
Ford’s multiplatform campaign reveal celebrates the return of one of its most recognizable vehicles: the Ford Bronco. Twenty-four years since it was last sold, new models of the Ford Bronco are now being rolled out. Each Disney commercial will feature a different model of the new Bronco, with videos tailored to fit the network they are airing on. For example, ABC’s commercial will run during its showing of “CMA Best of Fest” and feature country music star Kip Moore, while professional climber Brooke Raboutou will appear in ESPN’s video. Adapting the video ads to their premiere networks could increase Ford’s chances of engaging with each respective audience, according to a Gartner report.
In addition to its television and streaming promotion, Ford is marketing its new Bronco on a custom Instagram account. The brand’s @FordBronco account is dedicated to teasers and updates about the new vehicle, with fans encouraged to share their excitement on the page using the hashtag #FordBronco. Using Instagram, where 75% of users are between the ages of 18-24, Ford could introduce a new generation to its remodeled vehicle and thereby potentially build a new class of fans. Although Ford’s original in-person reveal at the North American Auto Show was cancelled last month due to the Coronavirus crisis, the move towards a social campaign and Disney partnership could actually extend its reach beyond just loyal car enthusiasts.
Ford is revving up digital marketing efforts as it builds anticipation around its latest vehicle release. Despite the Coronavirus pandemic leading to an altered marketing strategy, Ford’s series of commercials and social media posts could help it reach a variety of new audiences.