This is the kind of stuff you can do when all your other marketing is clicking along fine. And since Ford's is, I was glad to see them take advantage of the opportunity created when Jeremy Irons compared Downton Abbey to the Ford Fiesta in Entertainment Weekly.
While many thought it was a slam of the BBC/PBS period drama, Ford used the opportunity to create a video aimed at Entertainment Weekly's readers, having a little fun and building a little equity with that audience.
It's not uproariously funny – about as funny as you'd expect something conceived and shot in 24 hours to be – but it does show the human side of Ford, poking a little fun at itself and the situation while managing to get in a few key product points.
The fact that Ford is confident enough to engage in this kind of online dialogue, says a lot about where they are as marketers. Their products continue to be strong. Their national advertising is getting the job done. So they can take advantage of these smaller opportunities to endear themselves with specific groups who might appreciate that Ford is listening and participating.
Well, played by Scott Monty and the Social Media Team at Ford.