Ford is responding to the recent Cash for Clunkers legislation with a mini-site that provides information on the program. More importantly, they have a selector that will help you determine whether your current vehicle qualifies as a clunker. If it does qualify they display the Ford vehicles that will achieve MPG gains to get the $4500 and $3500 payouts.
http://www.letfordrecycleyourride.com/
Beautiful? No, probably not. Useful? Absolutely. Within minutes (or less) I knew if my car qualified and what Ford vehicles I should consider to qualify for the for clunker payout. For this program, that is the critical info consumers need.
Richard Liechty
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I agree that using microsites to simplify navigation off a large site for a time sensitive marketing message is ideal.
Ford is using PPC dollars to drive traffic to the site which is getting costly. PPC costs for the term “Cash for Clunkers”, which ford is buying, went up 2000% in one day, when the bill was signed.
I would have just called the domain something that was more aligned with what consumers called the bill to capture more organic search, like “fordcashforclunkers.com”.