I don’t understand Ford’s Boredom Hurts campaign, but I think the execution is cool. I experienced the campaign first by clicking on the Boredom Hurts banner ad on Flickr, which led me to a Boredom Hurts sponsored Flickr group. The group invites Flickr users to upload pictures on the Boredom theme to the group…, described as: “A menacing Boredom epidemic is currently spreading across the globe and the search is on for photo-evidence.”
There are a few links to the Boredom Hurts microsite, and when you click the links, you finally see that Ford’s creating this.
The microsite is beautiful, seriously. However, I couldn’t imagine using 1/10 of it–even if I was really, really, really bored. It contains a web 2.0 check list of activities, ranging from watching webisodes and reading a blog to submitting video and subscribing to email updates on the “state of boredom?”
The Ford Escape is integrated into the primary navigation of the microsite, and all of Ford’s models are accessible by drop down menu on the top right of the screen.
I hope that bored consumers become motivated car buyers.
