Ford Trucks builds powerful NFL promotional offensive

This event report outlines how Ford, the automaker, promoted its "Super Duty" truck through an expansive partnership with the National Football League (NFL).

In 2015, the Ford Motor Co. was the sixth-largest US advertiser, with its expenditure in measured and unmeasured media estimated at $2.68 billion.

But, according to the senior marketer charged with overseeing the enterprise's marketing strategy and execution – including brand development, consumer and market insight, product positioning, marketing communications and retail promotions – below-the-line investments were powerful engines in driving a 14.9% market share.

Chantel Lenard, who will leave her post as Ford's Executive Director/Marketing on June 1, told delegates at the Association of National Advertisers' (ANA) 2017 Brand Activation Conference that sponsorships and promotional initiatives can deliver cost-efficient...

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