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Ford Drops Super Bowl Ads to Get More from Online Spends

Ford’s marketing chief Jim Farley says he can get more for less on Facebook, Twitter and YouTube. If Farley is right, millions of hits for Ford on social media websites will dwarf the impact of ads broadcast during the National Football League’s February championship game — high-profile space selling for $3 million for 30 seconds.

“Customers are spending as much time with the mobile smart phone or online as they’re watching TV now, so our advertising dollars have to flow to where the people are,” Farley told Reuters.

Farley is “betting Ford can use Facebook and Twitter to accelerate the word-of-mouth recommendations long familiar to the auto industry and help the blue-oval brand connect with younger and richer people.

Farley said he learned at Scion that the only way to push past consumer skepticism is “to break into their world.”

“You’ve to shove your way in there. The way we do that’s to break down myths. The great thing about Americans is they’re always hungry for something new,” he said.

Ford’s U.S. sales are up almost 22% so far this year, twice the growth rate of the industry overall,” Reuters reported.

Farley would not disclose the dollar amount of that spending.


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