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Ford Fiesta Movement

(http://www.fiestamovement2.com/)Ford Fiesta Movement, a grassroots social media campaign to promote the new Fiesta model by placing Fiestas in the hands of 100 social “agents” and having them to live with the car for six months and tell the world about it  through Twitter, blogs, video, and events, all without spending a dollar on traditional media.  Ford’s initial goals was to create more broad scale awareness in the small car market and ultimately, to generate sales.The campaign was an important moment for Ford. It wanted to compete in the small car market, and it hadn’t sold a subcompact car in the United States since it discontinued the Aspire in 1997.And it was an important moment for marketing. The Fiesta Movement promised to be the most visible, formative social media experiment for the automotive world. The result of the movement was impressive:

* 11 million social networking impressions.

* 5 million engagement on social networking.

* 11000 video posted.

* 15000 tweets.

* 13000 photos.

* 5000 hand raisers who have seen the product in person or on a video.

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