Ford revs up racing-fan engagement with broad mobile campaign

12/20/2012 | Mobile Marketer

Ford is turning to mobile in a bid to reach racing fans. The automaker's racing division is rolling out a campaign that incorporates SMS, mobile Web, e-mail and augmented reality, with a view to reaching fans at the track and at home, said Aaron Smith, vice president of mobile and tablet strategy at Team Detroit, Ford's agency of record. "Television is still the [dominant] device that fans watch races [on] and we want to enhance that for race fans," he said.

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