Vehicles Go Viral

Automakers are embracing viral marketing and the blogosphere in a big way, according to the Detroit News. Ford gave the band Hurra Torpedo one of its new Fusion sedans to tour with, and the band incorporated images of the vehicle into its "rockumentary" web site.

One of the people who registers on the website will win the vehicle used on the tour. Ford even created a slick website (incorporating videos vignettes) for the car.

This is an excellent example of how brands can distinguish themselves by going the extra mile (pun intended) to associate their brand with something people love (up and coming bands). Instead of investing millions in conventional banner ads or TV spots, brands can hire creative people who focus on image and popular culture. The stakes are higher, but people are increasingly becoming numb to conventional advertising models.

In addition to music, video games, movies and sports are also likely targets for brands to leverage in viral marketing. These segments are ripe for "mockumentary" film making that could put the brand in the forefront of a humorous series of videos that would get people addicted.