When I see this Ford skyscraper ad, I’m assuming that mousing over the ad will show me something about the people.
After all, it says “rollover to see their stories.” So that’s the expectation I have – that I can find something out about two real people who really bought a Ford who really had some experiences with it and really are telling them to me.
It looks like an instance of social media marketing: marketing that uses connecting web technologies and real stories from real people to demonstrate how a product or service might be something that I might want to buy.
So far so good …
But when I rollover the ad and see this, everything changes:
Suddenly I feel misled, even lied to. Instead of a story, I’m looking at an ad. A very standard, old-school ad.
Score -1 for Ford.
The moral: don’t mislead customers, and most importantly, don’t raise expectations of A but provide B.
(Unless, of course, B is obviously better and more wonderful in every way than A. And even then, be careful.)
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