Dive summary:
- Ford has geofenced the Bonnaroo music festival grounds with mobile marketing firm Zoove's StarStar system to offer targeted mobile message to attendees.
- Posted around the grounds are signage encouraging festival goers to dial **Ford; dialers will hear a targeted message depending on their location in the festival, followed by a text message with a link to the campaigns mobile landing page.
- The mobile piece started with a social-media initiative that started in April that invited followers to enter to be Fiesta movement agents; the winners received entrance to Bonnaroo and will spend time at the festival entering attendees to win a Ford Fiesta.
From the article:
"Attendees can also enter the giveaway by registering their concert wristband at the Ford Garage on the festival's premises. Indeed, the Detroit brand and 12-year-old festival have forged a multifaceted partnership that also includes large display ads on Bonnaroo's homepage.
In addition, Ford is running local radio spots to support the play. Lastly, the brand is promoting its presence at the show with earned-media messages via Instagram, Facebook and Twitter."
