Universal Motor Company Case Study

At a time when American automakers were struggling on all fronts, Ford was looking for new ways to strengthen brand loyalty, talk about its latest innovations, and connect with the next generation of drivers. Blue State Digital partnered with the auto giant to develop a series of programs designed to engage a community of Ford fans, influencers, and followers.

Working with Ford’s agency, Team Detroit, we helped launch Ford Social, a growing digital platform for self-identified fans to share their stories, product ideas, and photographs, and in return receive the latest news from a brand they love. Recognizing the important role that bloggers play in supporting the brand and its initiatives, we also created ConnectFord, a direct channel through which Ford could communicate and share exclusive information with this influential audience.

Today, the Ford community includes millions of owners, fans, employees, and influencers; the hundreds of influencers who’ve signed up for ConnectFord link the brand to an audience of 6.3 million. Now when debuting a new vehicle, announcing a technology innovation, or celebrating the 50th anniversary of the Mustang, Ford has direct access to advocates who can get the word out online and in their communities.

Calling on fans of every kind

The Tools have helped power Ford Social communications, enabling targeted email communications with members based on their interests—from Mustangs to green technology.

Rewarding participation

A series of promotions—including American Idol sponsorship extensions and VIP rewards to attendees at auto shows—have helped bridge the gap between online and real-life participation.

Sharing a passion for Ford

Ford Social tells the stories of Ford advocates, including Jonathan Brand, who built a Mustang out of paper after selling its real-life, hand-restored counterpart.

Celebrating (and making) a milestone

In honor of the Mustang’s 50th birthday, we helped create an online quiz for true fans, and promoted a world-record breaking feat: the most signatures on an e-card. More than 55,720 admirers penned messages of love and respect for a car that’s been inspiring awe for half a century.

Connecting with influencers

Special web and social media access have helped ConnectFord helped get customized, consumer-friendly content out to bloggers quickly, giving them fresh and unique stories to publish.

  • 1.

    Chiu, M.-C. and Chu, C.-H., “Review of Sustainable Product Design from Life Cycle Perspectives,” Int. J. Precis. Eng. Manuf., Vol. 13, No. 7, pp. 1259–1272, 2012.CrossRefGoogle Scholar

  • 2.

    Telenko, C., Seepersad, C. C., and Webber, M. E., “A compilation of Design for Environment Principles and Guidelines,” Proc. of International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, pp. 289–301, 2008.Google Scholar

  • 3.

    Ulrich, K. T. and Eppinger, S. D., “Product Design and Development,” McGraw-Hill, pp. 229–252, 2012.Google Scholar

  • 4.

    Rebitzer, G., Ekvall, T., Frischknecht, R., Hunkeler, D., Norris, G., et al., “Life Cycle Assessment: Part 1: Framework, Goal and Scope Definition, Inventory Analysis, and Applications,” Environment International, Vol. 30, No. 5, pp. 701–720, 2004.CrossRefGoogle Scholar

  • 5.

    Finnveden, G., Hauschild, M. Z., Ekvall, T., Guinée, J., Heijungs, R., et al., “Recent Developments in Life Cycle Assessment,” Journal of Environmental Management, Vol. 91, No. 1, pp. 1–21, 2009.CrossRefGoogle Scholar

  • 6.

    Guinée, J., “Handbook on Life Cycle Assessment Operational Guide to the ISO Standards. Eco-Efficiency in Industry and Science,” Springer, 2002.Google Scholar

  • 7.

    ISO 14040, “Environmental Management-Life Cycle Assessment-Principles and Framework,” 2006.Google Scholar

  • 8.

    Reap, J., Roman, F., Duncan, S., and Bras, B., “A Survey of Unresolved Problems in Life Cycle Assessment,” The International Journal of Life Cycle Assessment, Vol. 13, No. 5, pp. 374–388, 2008.CrossRefGoogle Scholar

  • 9.

    Myhre, G., Shindell, D., Bréon, F.-M., Collins, W., Fuglestvedt, J., et al., “Anthropogenic and Natural Radiative Forcing,” in: Climate Change, Stocker, T. F., Zin, D., Plattner, G.-K., Tignor, M., Allen, S. K., et al., (Eds.), Cambridge University Press, Chap. 8, 2013.Google Scholar

  • 10.

    Moon, S. K., Park, K. J., and Simpson, T. W., “Platform Design Variable Identification for a Product Family using Multi-Objective Particle Swarm Optimization,” Research in Engineering Design, Vol. 25, No. 2, pp. 95–108, 2014.CrossRefGoogle Scholar

  • 11.

    Azapagic, A. and Clift, R., “The Application of Life Cycle Assessment to Process Optimisation,” Computers & Chemical Engineering, Vol. 23, No. 10, pp. 1509–1526, 1999.CrossRefGoogle Scholar

  • 12.

    Lu, D. and Realff, M. J., “Point-based Standard Optimization with Life Cycle Assessment for Product Design,” Computers & Chemical Engineering, Vol. 34, No. 9, pp. 1356–1364, 2010.CrossRefGoogle Scholar

  • 13.

    Su, J. C., Chu, C.-H., and Wang, Y.-T., “A Decision Support System to Estimate The Carbon Emission and Cost of Product Designs,” Int. J. Precis. Eng. Manuf., Vol. 13, No. 7, pp. 1037–1045, 2012.CrossRefGoogle Scholar

  • 14.

    Sakundarini, N., Taha, Z., Ghazilla, R. A. R., and Abdul-Rashid, S. H., “A Methodology for Optimizing Modular Design Considering Product End of Life Strategies,” Int. J. Precis. Eng. Manuf., Vol. 16, No. 11, pp. 2359–2367, 2015.CrossRefGoogle Scholar

  • 15.

    Taha, Z., Gonzales, J., Sakundarini, N., Ghazila, R. A. R., and Rashid, S. A., “Optimization of Product Design to Reduce Environmental Impact of Machining,” Industrial Engineering and Management Systems, Vol. 10, No. 2, pp. 128–133, 2011.CrossRefGoogle Scholar

  • 16.

    Torrent, M., Martí nez, E., and Andrada, P., “Life Cycle Analysis on the Design of Induction Motors,” The International Journal of Life Cycle Assessment, Vol. 17, No. 1, pp. 1–8, 2012.CrossRefGoogle Scholar

  • 17.

    Ma, J., Kwak, M., and Kim, H. M., “Demand Trend Mining for Predictive Life Cycle Design,” Journal of Cleaner Production, Vol. 68, pp. 189–199, 2014.CrossRefGoogle Scholar

  • 18.

    Ma, J. and Kim, H. M., “Continuous Preference Trend Mining for Optimal Product Design with Multiple Profit Cycles,” Journal of Mechanical Design, Vol. 136, No. 6, Paper No. 061002, 2014.CrossRefGoogle Scholar

  • 19.

    Yue, D., Kim, M. A., and You, F., “Design of Sustainable Product Systems and Supply Chains with Life Cycle Optimization based on Functional Unit: General Modeling Framework, Mixed-Integer Nonlinear Programming Algorithms and Case Study on Hydrocarbon Biofuels,” ACS Sustainable Chemistry & Engineering, Vol. 1, No. 8, pp. 1003–1014, 2013.CrossRefGoogle Scholar

  • 20.

    Ma, J. and Kim, H. M., “Predictive Usage Mining for Life Cycle Assessment,” Transportation Research Part D: Transport and Environment, Vol. 38, pp. 125–143, 2015.CrossRefGoogle Scholar

  • 21.

    Simpson, T. W., Maier, J. R., and Mistree, F., “Product Platform Design: Method and Application,” Research in Engineering Design, Vol. 13, No. 1, pp. 2–22, 2001.CrossRefGoogle Scholar

  • 22.

    Kumar, D., Chen, W., and Simpson, T. W., “A Market-Driven Approach to Product Family Design,” International Journal of Production Research, Vol. 47, No. 1, pp. 71–104, 2009.CrossRefGoogle Scholar

  • 23.

    Torrent, M., Martinez, E., and Andrada, P., “Assessing the Environmental Impact of Induction Motors using Manufacturer's Data and Life Cycle Analysis,” IET Electric Power Applications, Vol. 6, No. 8, pp. 473–483, 2012.CrossRefGoogle Scholar

  • 24.

    Moon, S. K. and McAdams, D. A., “A Market-based Design Strategy for a Universal Product Family,” Journal of Mechanical Design, Vol. 134, No. 11, Paper No. 111007, 2012.CrossRefGoogle Scholar

  • 0 thoughts on “Universal Motor Company Case Study

    Leave a Reply

    Your email address will not be published. Required fields are marked *