GenDigital

Ford Partners With Popular DJ For Urban Cred

Ford's turnaround plan is called "Bold Moves," and their latest announcement is definitely something that would fit under that bill. The automaker has partnered with DJ Funkmaster Flex in a broad effort to help win over the younger urban audience who views the Cadillac Escalade as the gold standard of SUVs. If you're headed to the NY Auto Show this week, stop by Ford's area and check out the 2008 Expedition Funkmaster Flex Edition. It remains to be seen if a celebrity endorsement/association can rev up sales of the Expedition.

Site Watch: Want2bSquare.com

The usual fare featured in the site watch posts are the latest and coolest niche social networking sites, photo and video sharing sites, or perhaps a spin-off leveraging some new applicable technology from one of the big portals. In fact, this might be somewhat of a precedent for this posting category, the first time we've written about a brand marketer's promotional web site, but we think readers can get some value out of checking it out. Toyota's Scion is already well known for its alternative marketing practices and related programs that are specifically tailored to reach a hyper-connective and media savvy demographic target under the age of 35. Their latest site launch to promote the 2008 Scion xB, which hit showrooms in April, looks to be another innovative effort from the soon-to-be world's largest automobile company. The Want2bsquare web site features a mix of communication tools and applications that enable visitors to spread messages about the new Scion xB among themselves. There is also a contest element on the new site which allows users to earn points by playing branded games. The highest point total will win a new xB. Compared to other automotive-centric promotional sites we've seen, this has to be one of the best.

Auto After Market Offers Video iPod Enhancements

Car stereo manufacturers like Alpine and Clarion appear to be right on target with their product introductions, aimed at providing an "in-vehicle" video platform for the growing number of video iPod users. Just as more consumers have been purchasing after market adapters for their cars to plug their iPods into, the market for video within the vehicle should be just as if not more robust. How big? Well, just thinking about the last couple of months, how many times have you been driving down the highway (at night most likely) watching SUV after SUV go by with the latest animated movie playing to the delight of the backseat passengers? I thought so. With the new Video iPod technology, users can download an episode of The Office or Desperate Housewives in addition to hit movies. Companies that are introducing new video iPod-capable units next year include Sony, Clarion and Alpine. The after market costs for the systems start at about $1,000 and go up (way up) from there.

Nissan Targets Youth Via Web 2.0 Push

Welcome to the Web 2.0 bandwagon Nissan, you're joining a growing list of copycats. In the latest twist of trying to impress and connect with college students and twentysomethings on "their terms" (but most likely it will just get a laugh out of them), Nissan completed a promotion with a 30 year old comedian named Marc Horowitz that showed him spending a week in a Nissan Sentra this summer. Believe it or not, it only took six ad agencies to help Nissan come up and execute this totally original concept. The results of Mr. Horowitz's week in the Sentra can be seen through a variety of youth-friendly channels like MySpace, and TiVo (even though less than 15% of the target audience owns one, but hey, it sounds forward thinking right). Good golly Miss Molly, Nissan is reportedly spending upwards of $50 million on this campaign, yikes.

Ford Turns To Kellogg's and Target For Help in Selling More Fusions

What started out as a bang now looks to be hanging on with a thread. The Ford Fusion, which was originally targeted to a younger demographic and received initial high levels of awareness from 18 to 24 year olds, appears now to be struggling. I actually thought the Fusion was squaring off against models like the Honda Civic, although Brandweek says the competition is really the Honda Accord and best selling Toyota Camry. Regardless, Ford is not selling a lot of Fusions so they are turning to cereal maker Kellogg's and discount retailer Target for help. Starting this week, 600,000 Ford Fusion car models can be found in boxes of Fruit Loops, Apple Jacks, Frosted Flakes and Cocoa Krispies, sold at Target. One of the models will be emblazoned with Target's trademark bullseye logo and that lucky cereal buyer will win a real Ford Fusion (and be able to keep the model too). Sorry to be blunt, but this sucks and most likely won't end up being the spark Ford is looking for to sell more Fusions. You want to re-energize or fire up an audience segment? Take a cue from HBO, Dove or Axe for some hints on what works. 

Lookout MINI, Something Smaller Is On The Way

After a considerable amount of hoopla at the Detroit Auto Show back in 2005, DaimlerChrysler has been somewhat aloof when the subject of the Smart car hitting the U.S. market came up. Well, we finally have an update. Today's New York Times reports plans are underway for distribution networks, advertising development and more with the ultimate objective of hitting the U.S. market by early 2008. The ultra small Smart Fortwo is the smallest vehicle in the world, measuring less than 10 feet, making BMW's MINI Cooper's look like a limo. I figure the main target for this car will be commuters in the larger cities (although, I don't know how comfortable I would feel driving into New York City everyday if I was in a Smart Fortwo surrounded by Chevy Suburbans on both sides...especially going down the FDR...but that is a different story). However, rumor has it that another secondary target will be young adults, not unlike the secondary target for Toyota's new Yaris and Honda's Fit, both of which received high marks from our panelists for looks, perceived quality and price. It is also no secret that among college students specifically, Toyota and Honda, respectively, have been the top two selling vehicle brands over the past two years, well ahead of Ford and Chevy. To me, 2008 seems pretty far out there, so who knows what could happen to Gen Y's vehicle tastes (and the price of gas for that matter) so we will wait a year and a half to see if Daimler's Smart Car can carve out in a niche in fast growing micro vehicle category.

Toyota Turns To Tweens To Pitch Scion

In the latest twist of influencer-based marketing, Toyota is working with community site Whyville to pitch it's youth-focused Scion brand to tweens ages 8 to 15. Using "clams," the interactive currency used by members of the Whyville community, tweens have already purchased hundreds of virtual Scions to date. Sticking with Scion's equity of personalization and customization, the tween members are able to customize their rides and pick up their friends to drive around the virtual community. Since tweens can't drive or buy cars, this promotion is all about a tween's influence over their parent's vehicle purchase decisions. It remains to be seen if this interactive sponsorship is working, but Toyota so far seems to be pleased with the results.

British University Students Create Super Low Emission Vehicle

In a time of high gas prices we can always turn to our football loving friends across the pond. Students at the University of Bath in western England have just unveiled the CLEVER car (short for Compact Low Emission Vehicle for Urban Transport). The prototype has two seats and three wheels and gets, get ready for this...108 miles per gallon. Not bad for a couple of university students. The students did get some help from engineers and other institutions as well as funding from the European Union, which is nice since the vehicle so far has cost about $3.0 million dollars to create. When the vehicle is ready to hit the market, the expected cost at retail will be around $8,500, but I am not sure if that is dollars or pounds, either way, it will be in that relatively new "micro-car" vehicle category.

Scion Launches Experiential Media Event

Never one to color in between the lines, Toyota's youth-focused Scion brand is opting for a series of non-traditional events and promotions instead of traditional executions. Called the "Scion Dashboard," the event intends to be an unobtrusive way for "hip and cool 18-24 year old men in San Francisco (are there any by the way?) to connect with the Scion brand." Further, a Scion exec is quoted as saying "We just want them to come in and say, 'Wow, this stuff is cool.' We want to be known as the cool brand," says the insider, adding that the effort will not be benchmarked against traditional media metrics, such as post-buys, audience impressions, or even a CPM." The event will run in San Francisco for 30 days and then will set up shop in a new market.

A Peek At The Scion FUSE

Toyota's youth-focused Scion brand let everyone take a look at their new concept car yesterday at the New York Auto Show. The new FUSE sports coupe is the latest addition to Scion's line up of vehicles. "The idea of the all-new FUSE Sports Coupe is a reflection of the boundless limits and creative envelope that embodies all the vital personalization components of a Scion product," said Mark Templin, Scion vice president. "Since the launch of Scion three years ago, designers have learned a great deal about what inspires and motivates Scion buyers through its unique vehicle lineup and instilled them into the FUSE." "The FUSE is a styling exercise that presents a discussion starting point for Scion owners and other Gen Y consumers with an eye towards a versatile sports coupe," said Templin. "Like previous Scion concepts, the FUSE delivers a unique statement about what the Scion brand is all about and where it is headed."