Ford and Zipcar have entered a two-year agreement that will make Ford the largest automotive source for Zipcar U, the short-term car rental company’s university program.
Zipcar U is on more than 250 college campuses across the U.S. As part of the launch, the first 100,000 students to signup for the service will save $10 from the $35 annual fee. Additionally, $1 will be deducted from the hourly rate of the first million hours of rentals at select universities.
Ford and Zipcar‘s social media teams came together to promote their new partnership in a cohesive cross-brand strategy to their target Millennial audience. Ford’s global digital communications chief Scott Monty tells us the social media angle surrounding the partnership and promotion is worth examining for its young focus.
For instance, on Ford’s Facebook page, there is a special tab for the Zipcar U network. This tab includes video tours by local influencers in big college towns, including Washington, D.C. and Ann Arbor, showing off some of the hottest spots on different campuses. Personalized video campaigns have worked well for Ford in the past, particularly the Ford Fiesta Movement.
Ford and Zipcar are also promoting a photo contest in which winners will get use of a Zipcar for their own “Ziptrips.” Additionally, the Twitter accounts for both companies will use the #FordZipcar hashtag to promote the new partnership.
Focus on Millennials
As a company, Ford has invested significantly in researching and trying to understand the Millennial generation. Members of this group are getting their driver’s licenses later and de-emphasizing car ownership for economic and ecological reasons.
I was on a panel last week with Ford’s Sheryl Connelly and Brian McClary and Alloy Digital’s Andi Poch, discussing marketing to millennials and the challenges facing companies like Ford.
Reaching this generation, and trying to build customer relationships when car ownership is on the decline, can be a challenge for car companies. As a result, the company has taken a proactive approach to both social media and partnerships with companies like Zipcar, which appeal to early adopters.
More About: ford, millennials, zipcarFor more Business & Marketing coverage:Follow Mashable Business & Marketing on TwitterBecome a Fan on FacebookSubscribe to the Business & Marketing channelDownload our free apps for Android, Mac, iPhone and iPad
Posted on Wed, 31 Aug 2011 19:48:02 +0000 at http://mashable.com/2011/08/31/ford-zipcar-college/
Comments: http://mashable.com/2011/08/31/ford-zipcar-college/#comments
Zipcar U is on more than 250 college campuses across the U.S. As part of the launch, the first 100,000 students to signup for the service will save $10 from the $35 annual fee. Additionally, $1 will be deducted from the hourly rate of the first million hours of rentals at select universities.
Ford and Zipcar‘s social media teams came together to promote their new partnership in a cohesive cross-brand strategy to their target Millennial audience. Ford’s global digital communications chief Scott Monty tells us the social media angle surrounding the partnership and promotion is worth examining for its young focus.
For instance, on Ford’s Facebook page, there is a special tab for the Zipcar U network. This tab includes video tours by local influencers in big college towns, including Washington, D.C. and Ann Arbor, showing off some of the hottest spots on different campuses. Personalized video campaigns have worked well for Ford in the past, particularly the Ford Fiesta Movement.
Ford and Zipcar are also promoting a photo contest in which winners will get use of a Zipcar for their own “Ziptrips.” Additionally, the Twitter accounts for both companies will use the #FordZipcar hashtag to promote the new partnership.
Focus on Millennials
As a company, Ford has invested significantly in researching and trying to understand the Millennial generation. Members of this group are getting their driver’s licenses later and de-emphasizing car ownership for economic and ecological reasons.
I was on a panel last week with Ford’s Sheryl Connelly and Brian McClary and Alloy Digital’s Andi Poch, discussing marketing to millennials and the challenges facing companies like Ford.
Reaching this generation, and trying to build customer relationships when car ownership is on the decline, can be a challenge for car companies. As a result, the company has taken a proactive approach to both social media and partnerships with companies like Zipcar, which appeal to early adopters.
More About: ford, millennials, zipcarFor more Business & Marketing coverage:Follow Mashable Business & Marketing on TwitterBecome a Fan on FacebookSubscribe to the Business & Marketing channelDownload our free apps for Android, Mac, iPhone and iPad
Posted on Wed, 31 Aug 2011 19:48:02 +0000 at http://mashable.com/2011/08/31/ford-zipcar-college/
Comments: http://mashable.com/2011/08/31/ford-zipcar-college/#comments