Ford just launched a site called Bold Moves, a behind the curtains look into the inner workings of a once great company struggling to regain its former glory.

I have been growing more and more weary of the lame ways big corporations have been using the web, but this one is amazing. First of all when you visit the site it isn’t in your face, it isn’t patting itself on the back for doing something new and different. Instead you are dropped right into the latest episode. And the episodes themselves are FAR from being a positive spin, heavy marketing effort promoting Ford. Instead you get a real glimpse at the struggles and realities of an American institution.

I really hope this is a sign of things to come. Taking risks like this is always dangerous, but the web is the perfect vehicle for it to pay off. And bravo to Ford for actually being honest, not being afraid to not only show their competitors’ logos, but essentially include commercials for those companies and for being smart about what the web has the potential to be.

This entry was posted on Thursday, June 29th, 2006 at 2:56 pm and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.