Ford Motor Company Ltd. in Britain tapped Flytxt, London, to run a wireless marketing effort as part of an interactive campaign led by direct agency Wunderman to promote the Ford Ka.
The campaign aims to encourage prospects to consider the Ka range when shopping for a new car. In particular, a mailing from Wunderman will target young women looking to buy their first car in the near future.
Postcards featuring Ka's “Stand Out” positioning drop soon. Recipients are encouraged to text in the unique code printed on the card to enter into a prize draw. Four runners-up will win shopping worth 500 pounds ($845) at French Connection stores. The winner gets a shopping spree in New York.
But consumers also have to text in their e-mail addresses to qualify for the promotion. As the Ka prospect database builds, Ford will use the addresses to remarket to them.