FORD’s new “spokesperson” Doug

Have you met Doug, the new spokesman of FORD? If you haven’t, you should! Why?  Well, Doug is not really a person, it’s a puppet, a spokespuppet. FORD has introduced Doug recently to publicize the company’s 2012 Focus, and Doug only appears in social media. You can find videos on YouTube (Doug has its own YouTube Channel focusdoug!), Twitter and very soon on Facebook.

Doug is not only a spokespuppet, it is an orange social media animal, and a very successful one! Ford’s global digital and multimedia communications manager Scott Monty tweeted about a video of Doug thwarting a robbery to get the campaign going early this month. Since then, the video has had 350,000 views on YouTube which makes it one of Ford’s most-viewed videos ever. Ford has uploaded half a dozen videos on focusdoug’s channel so far and there will be more videos added every week during the next months that follow a story arc.  According to Jon Beebe, digital marketing manager for FORD, the goal is to reach consumers who don’t really know Ford Focus.

To make this campaign successful, Ford has hired some major Hollywood comedy talent. Paul Feig, a director for The Office and Freaks and Geeks; and Rob Cohen, a writer for The Simpsons. John Ross Bowie, an actor and comedian who has appeared on Reno 911 and Curb Your Enthusiasm, and actor/comedian Paul F. Tompkins, of Anchorman: The Legend of Run Burgundy, also play John, the Ford guy, and Doug, the puppet.

Ford has managed to create a very funny social media campaign. Let’s be curious about Dougs next adventures and about what other OEMs will come up with to promote their latest car models!

What do you think about this social media campaign? Do you like it? Do you think it will draw consumer’s attention to the new FORD Focus?


Posted on March 22, 2011, in ALL. Bookmark the permalink. Leave a comment.

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