Thousands of short videos on TikTok share the joys of being a "passenger princess" and the luxury of being driven around and relaxing in the car while someone else handles the driving duties, and Ford UK leveraged these viral social media posts to show off its assistive driving technology.
"Ford’s BlueCruise hands-free driving technology is unlocking new possibilities for drivers who, previously, have had little chance to enjoy long journeys and have some fun with their friends and family," says Ford Britain passenger vehicle director Catherine Blee.
For this campaign, social-first agency Bodega reached out to female influencers to review branded merch in the form of keychains, hand cream and stylish eyewear in hands-free assisted driving mode. This social campaign effectively captures short attention spans and succeeds by focusing on the benefits of assistive driving technology over its features.
Hands-Free Driving Campaigns
Ford UK's Social Campaign Shares Merch for the "Passenger Princess"
Trend Themes
1. Influencer-led Marketing Campaigns - Leveraging social media influencers to promote high-tech automotive features presents an innovative way to connect with tech-savvy consumers.
2. Assistive Driving Technology Integration - Showcasing assistive driving technology through socially engaging campaigns people can relate to brings modern convenience to the forefront of automotive marketing.
3. Enhanced Passenger Experience - Emphasizing a comfortable and luxurious passenger experience can shift consumer perception and interest towards hands-free driving technologies.
Industry Implications
1. Automotive - The automotive industry could see substantial growth by integrating advanced assistive driving technologies that enhance user comfort and convenience.
2. Social Media Marketing - Social media marketing agencies can innovate by creating campaigns that highlight the lifestyle benefits of new technologies, making them resonate on platforms like TikTok.
3. Wearable Tech and Accessories - The wearable tech and accessories industry can collaborate with automotive brands to offer complementary products, elevating the overall travel experience.