On January 28, Ford China's official Weibo published a promotional poster. At the time of the Chinese New Year, Ford China also wanted to catch the heat, but it made a big mistake. 2021 is China's Xin Chou Year, the sign of the Ox, but Ford China's propaganda posters are impressively written with two or four characters "China · Year of the Horse" .
After the poster was released, Ford China was ridiculed by many netizens. In ancient times, Zhao Gao pointed out that a deer was a horse, but now Ford is a horse or a horse.
Of course, even large companies often have oolongs in their publicity and promotion. For example, when Sony was promoting headsets earlier, it forgot that Beethoven was deaf. The difference is that other companies quickly delete posters or publish instructions after receiving reminders from netizens. Ford China released its promotional posters at 11:30 in the morning. In the afternoon, it had not replaced the promotional posters or issued any explanation. Therefore, some netizens said that Ford wanted to make money from the Chinese but did not show any sincerity.
Some netizens also pointed out that this is a marketing method of Ford China. In order to promote its own "Mustang" electric car, it is deliberately promoted as the "Year of the Horse". In the propaganda posters, the verse of "Spring Breeze Proud Horseshoe Disease" and the "Mustang" electric car did appear. If this is really a marketing strategy, it can only be said that this wave of reverse marketing for Ford China is very successful.
"Mustang" electric vehicles are not well-known in China, and not many consumers think about it. Moreover, the big word "Year of the Horse" in the promotional posters, even for marketing, it is necessary to use appropriate words in the poster. Such out-of-date publicity will only cause negative effects.
As a large country with a population of 1.4 billion, China has experienced economic prosperity in the past two years, and more and more families have bought cars. Now almost all automakers in the world want to enter the Chinese market, and Tesla is cutting prices one after another. Ford China naturally wants to come to China to get a share. Ford is far less popular than Japanese, German, Geely, BYD, Tesla and other brands. It is indeed possible to take the opportunity to market.
Whether it is Ford China's marketing strategy to mistake the Year of the Ox as the Year of the Horse, or the mistakes of the propaganda staff to make an oolong, Ford China has indeed become popular today, and it has even been searched on Weibo. However, hot searches on this kind of oolong incident will not help Ford China to increase its visibility and brand value.