Ford takes targeted marketing approach for Ranger comeback
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Ford is taking a local marketing approach as brings its Ranger pickup truck back to the U.S. after an eight-year absence.
The automaker partnered with Outside TV on a campaign debuting today that pitches the truck to outdoor adventurists. The effort includes a national TV spot called “Strange Creatures,” (above) plus ads that are specifically tailored for Boston, Los Angeles, Denver, Phoenix and Seattle.
In assembling the local spots, Ford partnered with Outside TV and Google to identify what adventure activities and personalities resonate in each city based on search trends. An ad targeting Denver, for instance, features river kayaker Tyler Bradt, backcountry skier Cynthia Johnson and Mickey Wilson, a base jumper and slackliner. Slacklining is an emerging outdoor sport that resembles tightrope walking.
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