Ford is hoping to stay relevant with a new generation of auto-buyers by releasing a new emoji keyboard for smartphones. The new keyboard features a set of stickers that showcase illustrated versions of Ford cars with messages like “pick me up!”. The system will function much like other emoji keyboards and will have a variety of branded stickers to choose from.
What was the goal with this marketing strategy? Ford wanted to engage with its younger consumers in a fun way that adapts to their communication style. Emojis are an every day part of communication for millennials and Ford wanted to get in on that language. It allows these consumers to engage with the brand on their own terms and in a way that makes sense for their lifestyle. It’s also a great way to get a branded message into an area that is usually free of marketing or branding – personal messages.
Other big companies like GE and Time Inc. are also exploring the world of branded emoji keyboards. GE is incorporating emojis into science lesson plans to help reach a younger audience who might benefit from the language of emojis in their schoolwork. Time introduced an emoji keyboard for its Food & Wine publication so that people could share their culinary experiences in a more natural way. This is a great way to meet consumers on their own level, but it can also be difficult to master. Young consumers are smart and can tell when they’re being pandered to. Ford made sure to research global communication trends before launching their keyboard in an attempt to avoid this pitfall.
Communication is getting more and more visual, which is why it’s wise for companies to recognize and adapt to this trend.
Read the full article here: Ford chases millennials on messaging apps via branded emojis