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Ford Motor Co. Using Emoji’s to Appeal to Millennials

September 17, 2015 - Written By Alexander Maxham

Ford Motor Company, who is headquartered in Dearborn, Mich., has unveiled a surprising new marketing plan to appeal to young buyers with their new Ford Focus compact car. Partnering with Swyft Media, they have created a series of emojis that can be used on both Android and iOS smartphones. There is also a set of “stickers” that you can use in other mobile messaging apps including Tango, PalTalk and Kik. The “Ford Focus Pack” is available in both the Google Play Store and the Apple App Store. Free of charge, and there are no in-app purchases either.

This marketing campaign launched earlier this month and includes over 30 digital stickers that feature various Ford Focus models that include sayings and chat messages. These include “LOL”, “Let’s Go” and many others. While the emojis include various colors of the Focus as well as profile shots. Ford stated that they chose the Focus for this campaign because they believe it is the gateway vehicle for their youngest customers. And this is a way to drive up sales for the Focus which isn’t selling as well as it did a year ago. So far the company has sold just over 150 thousand Focuses in the first 8 months of 2015. That’s a 6.4-percent drop over the same period in 2014.

“Mobile messaging applications are channels through which a younger generation of consumers are increasingly connecting with their peers,” Angie Kozleski, Global Digital Communications Manager, Ford Motor Company, said in a statement. “Designing a sticker pack and emoji keyboard is an exciting way for Ford to entertain fans and participate in the conversation.”

This is a unique way for Ford to reach their younger customers, especially teens and young adults. But will it pay off is the big question. We’ll have to wait and see. Ford has been doing some interesting things this year, and this morning they announced an update to their MyFord Mobile app which brings Android Wear support to a few of their electric and hybrid models. The app allows you to control various aspects of the car from your wrist. Which is pretty exciting, being able to remote start your car from virtually anywhere in the world, as well as lock or unlock the car. This is great for those that travel, say you’re at the airport and you can’t remember if you locked the car. Just bring up your Android Wear watch and lock the car. Real simple.

You can download Ford’s Emoji app from the Google Play Store which will be in the sources down below.