So we built a bot.
Marc Andreessen has this wonderfully portentous quote, “Anything that can become software, will become software.” So, that in mind, we sought to redefine the car shopping experience by moving it from the dealership, which everyone despises, and into the smart phone. We worked with Facebook and created a bot, Ford Chat, that would converse with the user in a smart and charming conversational tone, and help them find the car that is perfect for them. #winwin
Oh yeah, we also created a few social campaigns to get them into the experience.