Ford Motor Company Ltd, today announced that it is embarking upon a mobile marketing initiative, as part of a digital direct marketing drive to promote awareness of the Ford Ka. The campaign has been developed by CRM agency, Wunderman, together with Flytxt, the leading provider of technology and expertise for mobile marketing and interactivity, and offers mailing recipients the chance to win a shopping spree to New York.

The campaign, which mails this month, aims to introduce the Ka brand to prospects and encourage them to consider the Ford Ka range when shopping around for their new car. This mailing particularly targets young female drivers who may be looking to purchase their first new car in the near future.

The mailing features a range of specially designed postcards reflecting the Ka's 'Stand Out' positioning. By texting in the unique code printed on their postcard, recipients are entered into the grand prize draw.

Four runners up will win £500 worth of French Connection shopping vouchers and one lucky participant will win a shopping spree to New York. In order to qualify for the promotion, customers must also text in their email addresses, which Ford will use for future communications.