Ford’s Biggest Marketing Campaign Ever

January 2015 sales for the Ford F-Series went up by about 17 percent from January last year, according to a Fortune article by Ben Geier. The best part is that models of the new Ford F150 are staying only an average of 12 days in lots in Utah and across the nation.

But this is not a coincidence since Ford had launched its most comprehensive truck campaign to introduce the new F150 last year.

It started with television commercials placed at the first-ever college football playoff for NCAA Division I teams. Ford’s commercials also appeared in ESPN “Sport Science” videos hosted by John Brenkus.

The campaign aimed to reach pickup truck customers where they spend more time than other types of customers. In this case, that would cover sports on television, pickup truck radio programs and major events.

As part of the campaign, Ford is attempting to sell to people who would actually use all of the capabilities of the Ford F150, according to another Fortune article by Geier. This could be people anywhere from Texas to Utah.

Before, Ford also sold to the “urban cowboys,” which are those people that buy it because that is the vehicle and image they want, and not the one that is needed.

The test drive event is one of the biggest components of this marketing campaign. In this test drive people get a chance to see, feel and experience the new Ford F150. Test drive events started on January 1 and end March 30.

So far, test drive events already passed by cities in the following states: Maryland, California, Virginia, South Caroline, Utah, Texas, Illinois and Wisconsin.

And drivers in the following states will get a chance to test drive the new F150 within the next month: Ohio, Minnesota, Florida, Georgia, Texas, Colorado, New Mexico, Texas and Alabama.

Traditional media is also part of Ford’s campaign, which includes TV, radio and print ads. In addition, Ford also promoted the F150 through online videos and content for mobile devices.

The campaign especially features the new aluminum body of the Ford F150, which was tested in gold mines in several places including Utah, according to technology website CNET.

In fact, Ford tested six prototypes for two and a half years without the customers knowing they were driving the new aluminum-bodied F150. The results were satisfactory for the customers and for Ford, who then used the material recorded in additional commercials.

Esteban De Hoyos is an automotive writer. Information provided by Henry Day Ford. He writes for Fusion 360, an advertising agency in Utah. Find him on Google+.