What:
 

Today, leading global provider of mobile marketing and advertising technology and solutions, Velti, and Ford Motor Company announced that their joint December 2011 campaign was named the 2012 Mobile Merit Award winner for the Best Brand or Agency in Mobile Marketing. The Mobile Merit Awards recognize companies, individuals and technologies that have shaped the way in which the world communicates. They note the excellence achieved in the global mobile industry.
 

Why:

With more and more consumers engaging with the majority of their content on the go, Ford Motor Company saw an opportunity to better engage with their current and potential customers where it’s most convenient for them: on their mobile devices. According to an eMarketer study, in 2011 average time spent with mobile per day represents 10%; meanwhile, mobile had less than 1% of total ad spend. Given Velti’s world leading technology platform, Ford selected Velti as their strategic technology partner for its highly-targeted, interactive and measurable mobile campaign.
 

Campaign:

In December of 2011, Velti engaged with Ford to develop an innovative way to create awareness towards Ford on mobile.
 
Velti leveraged the mGage platform to develop a mobile presence that enables consumers to access and engage with information across all devices, including smartphones and feature phones. Some features include:

• Easily discover information for all Ford vehicles

• GPS enabled to search for dealers and their inventory based on current location

• Request a local quote and drive in store customers

• Register to get updates and information on future vehicle releases

• Enhanced 360 degree vehicle views

• Social sharing elements to promote earned badges and content
 

Assets:

Velti’s CMO Krishna Subramanian (based in San Francisco) and Ford Motor Company’s Digital Marketing Manager Trisha Habucke (based in Detroit) are available for interviews

Ford’s xHTML site: m.ford.com/index; Ford’s HTML5 site: m.ford.com/smartphone

Velti, CMO, Krishna Subramanian: “This award is a testament to all the hard work and creativity of our joint teams—we’re thrilled to be given this honor. Our goal every day is to work with the best brands, to build the best products that drive consumer adoption and loyalty, and we truly accomplished that with this campaign. We were excited to begin the relationship with Ford last year, and we look forward to the great work to come.”

Ford Motor Company, Digital Marketing Manager, Trisha Habucke: “We partnered with Velti to take our mobile vehicle shopping experience to the next level. Since launching our new mobile web optimized site, we have seen a nice increase in all key shopping indicators which reinforces our 'right content on the right device at the right time philosophy'.”

Copyright Business Wire 2010