Home > Uncategorized > Ford looking to social media to push Fiesta

Ford looking to social media to push Fiesta

Ford is attempting to change their image in 2010, and they are doing in it in a tech-relevant way. To educate and excite consumers about the 2010 Ford Fiesta, they have launched the Fiesta Movement. Cleverly named to inspire a revolutionary change in automotive offering and compete with the Japanese automakers, the campaign is causing quite a bit of buzz online. Over 4,000 people auditioned to be one of the 100 “agents” commisioned by the movement, to take a 6 month extended test drive documenting their adventures. You can follow your favorite agent along their journey as they post videos from different places doing whacky things. Many of which are pretty entertaining (or ridiculous).

http://www.fiestamovement.com/videos/

What’s really intelligent about this approach is that it gives Ford the opportunity to target a wide range of demographics by picking their own “real” spokespeople. It’s clear by looking at all of the different agents that they are trying to appeal to multiple generations, across many different social, racial, economic, etc. backgrounds.This is a refreshing change of pace form typical automotive campaigns that all seem to mold together.

The site allows visitors to share their favorite videos across a number of different social networking sites, which is helping create more of a digital buzz as these videos are popping up all over the net. I actually learned about it from a friend who posted one on facebook.

It’s not secret that with recent events surrounding Ford, a new image was necessary especially amongst generation X, Y and Z who the company wants to be buying American for years to come. This campaign allows these users to feel as though they are apart of a group, they belong to something new and exciting which is very important to all social networking users.

Good job Ford. I’m still a Honda man myself, but I like the effort.

Danny

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Categories: Uncategorized
  1. November 28, 2009 at 12:13 am

    Thanks, Danny. We’re glad it’s catching your attention. Although I’m curious as to what “recent events surrounding Ford” you’re referring to. We’ve been pretty consistent in setting ourselves apart from the competition over the last year.

    Scott Monty
    Global Digital Communications
    Ford Motor Company
    @ScottMonty

  2. December 1, 2009 at 8:28 pm

    I had a friend take part in this, and I really liked it as a form of crowd-sourcing. The 100 “agents” got a free car, gas and insurance for 6 months and Ford got some great branding and several brand advocates who will (presumably) support the brand for years to come.

    The only downside I can see here would be Gen Y-ers who did the promotion strictly for the fame, not the fortune. Is it possible that some of the agents, after their 6 month adventures, will simply forget all about Ford? I doubt it, but god bless us all If I’m wrong.

    You can hear Dylan’s take on the Fiesta Movement at http://www.TheNextGreatGeneration.com.
    (shameless plug!)

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