THE FORD FIESTA MOVEMENTMICHIGAN

FORD FIESTAMOVEMENT

LIVE9:25 am

C-SPANThe last few years have been rough for the US automakers who are facing declining sales

AN INDUSTRY IN TROUBLE...

INSTEAD OF LAUNCHING A TRADITION AD CAMPAIGN, FORD

DECIDED TO SIMPLY HAND OVER THE KEYS OF 100 FIESTAS TO 100

SOCIALLY VIBRANT 20-SOMETHINGS FOR THE ULTIMATE 6 MONTH TEST

DRIVE.

IN EXCHANGE FOR THE FREE USE OF A CAR, GAS, AND INSURANCE, THE “AGENTS” WERE ASKED TO TELL THE WORLD ABOUT THEIR LIFE WITH THEIR NEW FIESTA THROUGH SOCIAL MEDIA

Over a 6 month period, Ford’s new “agents” were asked not only to give frequent updates but were also tasked with accomplishing a different mission each month.

less than 5 seconds ago via web

IN ORDER TO SHARE THEIR EXPERIENCES WITH THE WORLD, EACH “AGENT” WAS GIVEN THEIR OWN

TWITTER ACCOUNT, FACEBOOK PAGE, FLICKR

ACCOUNT, YOUTUBE CHANNEL AND BLOG.

FORD CAPITALIZED ON...

SOCIAL MEDIA’S ABILITY TO CONNECT WITH A LARGE NUMBER OF

INDIVIDUALS AT A MUCH LOWER COST THAN TRANDITIAL MEDIA OUTLETS

NO OTHER US AUTOMAKER HAD

MADE AN ATTEMPT TO BREAK INTO THE WORLD OF SOCIAL

MEDIA

WHAT FORD SAW

WAS AN OPPORTUNITY

THE USE OF SOCIAL MEDIA ALLOWED THE MESSAGE TO SPREAD EXPONENTIALLY

EACH AGENT USED 5 DIFFERENT CHANNELS TO SPREAD THE WORD

THIS ALLOWED FORD TO GAIN ACCESS TO A COMPLETELY UNTAPPED SEGMENT OF THE POPULATION

BUT THE PLAN WAS NOT WITHOUT ITS RISKS...

FORD PLACED A BIG PART OF ITS MESSAGE IN ITS “AGENTS” HANDS LIMITING ITS CONTROL

EVEN IF THE CAMPAIGN WERE TO BE SUCCESSFUL, IT WOULD NEVER BE REPEATABLE

FORD WAS TAKING A HUGE GAMBLE. NOTHING LIKE THIS HAD EVER BEEN DONE

IT PAID OFF...

• 4 000 applicants’ YouTube Videos: 640,000 views before campaign launch• YouTube hits: 6.5 million• Flickr views: 750,000• Twitter impressions: 4 million• Tweetup: 1,149 (Guiness World Record)• Ford Fiesta: 17,885 Facebook fans, 7,350 Twitter followers• The Fiesta Movement: 2,785 Facebook fans• 50,000 Fiesta information requests• Countless radio, newspaper, website and television coverage stories• 10,000 cars sold in the first 6 days

* The Ford Fiesta has not even hit car dealerships yet...

FORD IS GEARING UP TO LAUNCH PHASE II OF ITS

FIESTA MOVEMENT CAMPAIGN

WHO KNOWS WHERE IT WILL TAKE THEM...