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Proprietary geolocation technology helps Ford accelerate conversions

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  • by: Alexis Prousis

Events and festivals can be an extremely rewarding but overwhelming experience--for promoters, marketers and attendees. As mobile technology continues to advance at whirlwind speeds, marketers are constantly trying to figure out the best way to "engage" audiences. Geolocation technology integrated into event and festival apps makes for a huge opportunity, as users can receive relevant and location-specific messages and offers and act on them accordingly. The best way to get people to come back to events and to use and gain value out of an event app is to make an experience memorable. Is your event or festival doing that?

THE OPPORTUNITY:

Ford Motor Company and their advertising agency, UniWorld, partnered with Digital Factory and their proprietary Micro-fencing Technology to engage event consumers and deliver test drives at the 2015 Ford Neighborhood Awards Weekend in Atlanta from August 6-9. The hectic live event experience makes it challenging to draw participants to the Ford Test Drive experience and generate qualified leads. Last year's event fell short of Ford's goal.

THE DIGITAL FACTORY MICRO-FENCE DESIGN SOLUTION:

Digital Factory joined with Ford to design a mobile engagement program that created brand interest and urgency for event attendees and delivered double-digit results in both conversions and qualified leads. The program placed strategic Geo-fences throughout the event and leveraged push and “pull-notifications” to deliver relevant messages to targeted attendees at appropriate moments throughout the weekend.

THE IMPACT:

The Digital Factory Geo-fence Design accelerated test drives by 60% over their goal and nearly twice last year's number. With over 18,000 notifications delivered in brand voice, the CTR for these geo-fenced “pull notifications” averaged 14.7% and conversions from first click were a stunning 27%, proving that great fences deliver great results.