Following the success of its debut mobile marketing campaign for the Ford Ka range, Ford Motor Company Ltd, today announced its latest mobile marketing push to promote the launch of Sportka – Ka’s Evil Twin.

The campaign specifically targets young male drivers who may be considering purchasing a small ‘warm hatch’ style vehicle. Data captured will be used to develop an on-going dialogue with the target audience via direct marketing, SMS and email.

Developed by CRM agency, Wunderman, and Flytxt, leading provider of technology and expertise for mobile marketing, the campaign is designed to appeal to the ‘lad’s mag’ audience and to reaffirm that Sportka is not a girl’s car!

Mailing to approx. 30,000 in-market prospects, recipients are asked to respond for further information and the chance to win five state-of-the-art Sony Trinitron WEGA widescreen TV and DVD sets, via a unique ‘txt to win’ code or postal entry. Text entrants are sent a confirmation text message prompting them to send in their email address. Recipients are also encouraged to complete and return a short lifestyle focussed questionnaire included within the pack.

A spokesperson at Ford said: “SMS is a great medium for Ford to contact young male drivers, who are extremely confident and comfortable using text to communicate. The immediacy and ease of response of mobile makes it the ideal method for establishing contact and building a long term communication.”

Dave Barker, Flytxt Commercial Director commented, “Ford’s initial campaign has prompted them to include mobile marketing in the Sportka launch. We are delighted that they have chosen to work with Flytxt again."