Ford integrates Yahoo Answers, pop-up art
Ford of Canada is leveraging the power of Yahoo Canada's user-generated content and the visions of Canadian artists.
Yesterday Ford of Canada announced a partnership with Yahoo Canada that will integrate the Ford auto section of Yahoo Canada’s Answers service into Ford.ca. The Ford site was recently redesigned and relaunched as part of the automaker’s strategy to create a more open dialogue with consumers. Ford is planning to advertise the new features of Ford.ca, including Answers, and will be rolling out online ads within the next several weeks. In March 2008, Yahoo! Autos had over 650,000 unique users and five million page views.
Now users can ask questions and find answers from people who actually own Ford vehicles in the Ford Answer Centre. The auto ratings from Yahoo Canada will also be integrated into Ford.ca’s answer centre.
Other new features at the site include MyFord, which lets consumers access interactive media content and podcasts. A Build & Price feature lets users customize their Ford and then compare it to other models or competitors’ vehicles.
The company is also drawing on the arts in its latest street-level marketing efforts. Several Canadian artists gathered with Ford reps yesterday in Toronto’s Distillery District to announce an artistic collaboration that will also be integrated into the new website. The vehicle-inspired works of art were unveiled at a one-day pop-up art installation. Each piece will be showcased at Ford.ca.
Ford of Canada VP general marketing Dean Stoneley says Yahoo Canada Answers will ‘transform the online experience of Ford.ca visitors and create a user experience that is truly ‘powered by you.”
Toronto’s Environics Communications handles PR for Yahoo Canada, while Edelman handles PR for Ford of Canada.