Test and scale: How Ford used gaming lessons to build digital leadership

This report from the ANA's Annual Conference describes how Ford, the automaker, has borrowed marketing ideas from the online gaming industry and applied them to its own approach, particularly its digital activity.

Test and scale: How Ford used gaming lessons to build digital leadership

Geoffrey Precourt Warc

Imagine you're the CMO of a once-mighty enterprise that "everybody has said has been going out of business for the last 10 years" – and you need an engaging but efficient marketing program.

Where would you look for role models?

"Gaming" was the answer given by Jim Farley, Group VP/global marketing, sales and service for Ford Motor Co.

"When you're going out of business, you have to take some pretty big bets," he explained in a keynote address at the 2012...

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