Ford Marketers believe that you may feel good about being associated with this fictional disorder.
Indeed, according to ClickZ Network, Ford launched this invented disorder as part of an integral campaign designed to reach out to casual racing fans and to build an affinity between them and the Ford Racing team.
Rick Ross, the account director for JWT on the Ford Cars account, explains the underlying strategy as follows : “This was supposed to really make a connection with the fans and the drivers themselves. If you are a fan, you have an enjoyment of speed and thrills, and so do our drivers.”
Building a campaign based on associating the shared values of the fans and the racers makes sense – but building it around a shared disorder may not be something that fans will feel good about. Would you feel good about being tagged with a disorder just because you like watching Ford racers?
Time will tell…this is clearly a good one to put on the watch-list…