Ford once again fuses social engagement and its marketing campaign for the Fiesta, this time getting rid of any unnecessary barriers between the two.
The brands first Fiesta Movement in 2009 dared to embark on a huge social media campaign for the new model, enlisting popular bloggers and those influential in social media circles to test out the car and then report on their finding in their own style and digital environment. This was a revolutionary move for marketing in the auto industry, and since then has opened the door for similar ambitions. The initial boost in sales that it generated was huge – a leap from from 23,000 to 69,000 by 2011- albeit short lived, and the campaign wasn’t successful in creating revenue in the long run. But If we were to look at it from a brand value perspective, the statistics speak for themselves. The numbers from 2009 via Mashable are as follows:
– 4.3 million YouTube views thus far
– 500,000+ Flickr views
– 3 million+ Twitter impression
– 50,000 interested potential customers, 97% of which don’t own a Ford currently.
Praiseworthy to say the least. So when Ford says its decided to go on to round two with is Fiesta Movement- remixed it’s not hard to imagine why. Same social media initiative with a new twist- have some of the most creative content channeled directly into paid for TV or print ads, making the advertising done out of the context of the campaign minimal. The idea is to retain the same benefits of the last Fiesta Movement, while tweaking it to have more of an impact beyond the web environment. If the right analysis and research was done, the different, more integrated approach they’re taking this time will give better long-term results.
The 100 social influencers, or ’’Agents’’ (aka. vocation of the year), will be equipped with a new Ford fiesta, gas, and other gadgets they might need in order to create content, and will compete in challenges across a range of entertainment programs including American Idol, X Games and Bonnaroo. All of which are good portals for reaching the target demographic of young, pop-culture savvy individuals that can relate to the different values Ford Fiesta is projecting through this campaign- travel, adventure, entertainment, technology, and a healthy and sustainable lifestyle.
“what kind of content can we produce that will make other people look good — not just Ford?
[Consumers] won’t be proud to scream about a product feature but rather about something that makes them look cool or funny by discovering a piece of content.” Says Scott Monty, Head of social media at Ford.
Yet again proof that the future of branding lies in the clever symbiosis of promotional advertising and quality content.