Ford is unveiling its 2011 Ford Explorer on Facebook on July 26. If you already knew this, it's a sign that you're spending too much time online. It's also a sign that Facebook has become the new way for companies to disseminate information, and all those Facebook detractors are going to be totally left out of the loop wondering out loud (like I am), What new Ford Explorer? On Facebook? Really?
Rather than unveiling the model at an auto show, Ford will release a series of online videos that demonstrate the SUV's new styling and features, according to a Mashable article. The SUV's online reveal will also coincide with its physical unveiling in New York in Herald Square on Monday morning, said Mike Rowe, a Ford Trucks spokesperson, in a YouTube video. Ford CEO Alan Mulally will also attend the unveiling.
Since the new Explorer's Facebook paged received more than 30,000 likes, Ford has promised to give away one new Explorer on the big day. Until then, the automaker has released just this lone photo of the vehicle's headlight to get its online audience excited:
While I hate being late to the game because I don't use Facebook that much (scandal), Ford's move makes sense.
People already research cars to buy online, and more than 500,000 million people have Facebook accounts. By revealing the vehicle on Facebook, Ford's demographic will be just a click away from learning about the SUV and requesting a quote online. If this launch provides the type of publicity, marketing, and sales that brands seek in a single platform, Facebook could become the new virtual auto show platform for the masses.
The downside of the online launch is that it's targeting an audience that has a 140-character attention span.