Automaker Ford Motor Co. is looking to further leverage TikTok to reach a young and diverse audience, the company’s target market for the new Maverick compact pickup truck.
The company launched the #FordMaverick augmented reality challenge, combining TikTok’s hashtag challenges and branded effects.
The challenge requires TikTokers to be creative and take screengrabs of exciting locations where they would park their Ford Maverick. For instance, in their driveway, on their refrigerator, or even in the palm of their hand.
Users can then share the content with their friends and over 100 million-plus monthly active users on the app. The car company drew inspiration from a recent study from Deloitte Digital and Snap that highlighted that a significant chunk of customers has become familiar with AR experiences due to the pandemic.
The #FordMaverick AR Challenge can be found on the “Discover Page” and “For You Page” on TikTok.
Moreover, six TikTok influencers have also been picked to use the branded effect and share with their more than 21 million combined followers.
The influencers include mikeoofs, a creator for Full Squad Gaming and a Twitch partner with more than 650,000 followers, and collegiate athlete Chloevmitchell, with 2.6 million followers.
Ford unveiled the Ford Maverick in early June, and more than 47,000 people have already reserved the $20,000 compact pickup truck for them.
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