Flash Point Wins Best Use of Facebook, Best Use of Tech for Data Collection/Measurement Awards at Event Tech

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For its targeted $50 test drive program with Ford, Flash Point takes home two first place awards from Event Tech 2014.

'This was big news for Ford....They’d found an incredibly efficient and targeted way to go after fence-sitters, woo them into the dealership and let their cars, trucks and SUVs do the convincing.' - Scott Empringham, CEO of Flash Point Communications

Flash Point Communications won two of the most coveted awards at this month’s Event Tech 2014.

The Ford Ecoboost Challenge, created by Flash Point for Ford’s Great Lakes Region, won coveted Gold Awards in two categories: Best Use of Facebook and Best Use of Technology for Data Collection/Measurement.

“We’re so honored to receive these awards in such a prestigious competition,” said Scott Empringham, CEO of Flash Point.. “We were invigorated by the chance to do what had never been done before—deliver targeted and exclusive $50 Test Drive offers via Facebook--without getting hacked or gamed.”

At the core of the twin victories was Flash Point’s Pinpoint Technology. It allowed Flash Point to precisely identify and target in-market car shoppers. Once the qualified Facebook user clicked on the offer, Flash Point tagged them.

As responses came in, Flash Point’s tagging and analytics determined whether the entry came from an intended target or from someone trying to game the promotion. If they qualified, they got the $50. If they weren’t qualified, they were thanked but didn’t get the cash.

In the end, sales leads exceeded Ford’s goal by 56%. Test-drives exceeded Ford’s goal by 70%. And new cars sales were seven times higher than even the most ambitious goals, pulling almost 30% of sales from other brands.

Finally, a survey conducted after the promotion determined that 57% of fence-sitting targets were now more likely to select a Ford.

“This was big news for Ford,” said Empringham. “They’d found an incredibly efficient and targeted way to go after fence-sitters, woo them into the dealership and let their cars, trucks and SUVs do the convincing. And we developed the technology to get it done.”

“With all innovation like this, thanks has to first go to clients like Ford, the Great Lakes Region, and our partners at Team Detroit, who pushed us to do what some thought was impossible,” said Empringham. Flash Point beat some heavy competition for the two coveted awards. Ahheuser-Busch/Mosaic/dwinQ took Silver in the Best Use of Facebook category; Oprah’s The Life You Want Tour won the Bronze Award.

In the Best Use of Technology for Data Collection and/or Measurement category, the Silver Award went to the Turner Broadcasting System for their Adult Swim Fun House & Meatwad Dome Experience. The Bronze Award went to Harley Davidson.

Event Tech is the world’s only conference and exposition focused entirely on the use of social media and technology to enhance live experiences.

For over fifteen years, Flash Point Communications has been a leading innovator in social and digital media. Based in Costa Mesa, California, Flash Point serves many of the globe’s most respected automotive brands from four offices nationwide. For more information, go to http://flashpointcommunications.com.

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