FIR Interview: Kaitlyn Wilkins at Ogilvy 360 on the Ford S-MAX London Freeze

Earlier this year, Ford Motor Company launched the new Ford S-MAX in the UK. Its dramatic advertising – featuring ice explorers, skiers, glaciers and snow-covered mountains – was  the focus of the Ford S-MAX 3D Projection Event that took place at the Senate House, University College London, on September 9, 2010, featuring a 3D glacial ice-climbing scene projected onto the facade of the building.

The spectacular was created and presented by Seeper, a London-based interactive arts and technology collective – see this FordUKTV interview with Seeper’s Evan Grant and Ford’s Lyn West to learn the thinking behind the event.

The build-up to the event was driven by a great deal of activity with social media including a strong Ford presence on Facebook, buzz with Google Buzz, and the Twitter hashtag #FordSMAX. While Ford is well-known for its active participation in social media in the US, this event marked their first large-scale foray into social media in Europe since the “This Is Now” social media campaign last year for the launch of the new Ford Fiesta.

FIR co-host Neville Hobson was at the Senate House to witness the happening. In this concise FIR Interview recorded minutes before the event started, he talks with Kaitlyn Wilkins of Ogilvy 360, the PR agency behind it, to find out what Ford’s goals were and to learn what else Ford has planned for social media in Europe.

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About our Conversation Partner

Kaitlyn Wilkins is a VP with the 360 Digital Influence Group at Ogilvy Public Relations Worldwide, and also leads Ogilvy’s global social media training initiative. She’s based in Washington, DC.

Kaitlyn specializes in developing winning digital strategies and word of mouth programs for iconic consumer brands, helping her clients authentically connect with consumers and promote their products using social media.

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This FIR Interview is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

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(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)

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Neville Hobson

Social Strategist, Communicator, Writer, and Podcaster with a curiosity for tech and how people use it. Believer in an Internet for everyone. Early adopter (and leaver) and experimenter with social media. Occasional test pilot of shiny new objects. Avid tea drinker.

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