Ford Sees 20% Click Through Rate With Recent Mobile Campaign

Want good ROI on a mobile campaign?  How does a 20% click through rate and over 1 million impressions sound?  That is exactly what the Ford Motor Company enjoyed with a mobile campaign that was launched at the end of 2009.

Ford used Mobile Posse to deliver a full color graphic depicting the newly redesigned 2010 Taurus to over 1 million of Mobile Posse’s opt in mobile user base.  The campaign also employed a click to web feature that was activated by 20% of the recipients.

This seems strikingly similar to the relatively recent BMW mobile campaign, which sent an MMS message with a full color graphic depicting a particular user’s car with new snow tires on it.  I think we are starting to see a trend where graphical calls to action delivered over a mobile device are very effective.  Definitely something to keep in mind when designing your next mobile campaign.