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Ford Fiesta Movement Social Media Campaign Value
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Ford Fiesta Movement Social Media Campaign Value

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Insight into the success of Ford's Fiesta Movement Social Media Campaign.

Insight into the success of Ford's Fiesta Movement Social Media Campaign.

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  • Available in Europe since late 2008, available in North America as of Summer 2010Comes in sedan or 5-door hatch configurationsFront engine, front wheel driveAvailable in a traditional 5-speed manual or 6-speed automatic dual clutch transmission1.6L 4-cylinder engine that produces 118 hp and 112 lbs. ft torque0-60 in 8.7 seconds and a quarter mile in 16.8 seconds at 83 mphStarting at a base price of $12,999For comparison sake, a Lamborghini Gallardo does 0-60 in 4.1 seconds and runs the quarter mile in 12.4 seconds at 118 mphStarting price of a Lamborghini Gallardo at $190,600
  • More than 660,000 flickr views
  • Transcript

    • 1. 2011 Ford Fiesta
      Social Media Marketing Campaign
      Fiesta Movement, Chapter 1
      May – November 2009
      Dam Le
      Social Media Marketing & Management
      Schulich School of Business, York University
    • 2. 2
      http://www.netcarshow.com/ford/2011-fiesta/
    • 3. 100 people receive a Ford Fiesta
      Socially-vibrant ‘Agents’ digitally capture experiences and share through social media sites
      Agents are to complete monthly missions
      Ford is aiming at the Millennial cohort
      Each agent to create a social media conversation
      Deliver message through a broad spectrum of media
      3
      http://media.ford.com/article_display.cfm?article_id=29911
    • 4. 4
      http://www.facebook.com/fordfiesta
    • 5. 5
      http://www.flickr.com/photos/fiestamovement
    • 6. 6
      http://chapter1.fiestamovement.com/
    • 7. 7
      http://twitter.com/fordfiesta
    • 8. 8
      http://www.youtube.com/user/FiestaMovement
    • 9. Social Media Campaign
      Over 1.0 million miles driven
      3.0+ million twitter impressions
      37% awareness of the Ford Fiesta
      117 million consumer engagements
      50,000 interested potential customers
      60% vehicle recognition in Ford’s survey
      11 million social networking impressions
      Golden Effie for the Ford Fiesta Campaign
      http://www.businessweek.com/managing/content/jan2010/ca2010018_445530.htm
      http://mashable.com/2009/10/02/fiesta-movement-numbers/
      9
    • 10. What’s next?
      Spend 25% of marketing budget on digital and social media
      Launch a campaign using traditional media
      Adapt SM campaign for new Ford Explorer
      Take the digital and social media campaign for Ford vehicles global
      Monitor frequency of mentions in social media
      Fiesta Movement 2 begins December 2009
      10
      http://www.businessweek.com/autos/autobeat/archives/2009/10/ford_spending_25_of_marketing_on_digital_and_social_media.html
    • 11. 11
      Brittani Taylor – AGENT 21
      Socially networked Millennial
      Actress, artist, and cupcake fanatic
      Enjoys long walks on the beach, and sunsets
      Lives in Los Angeles, California, USA
      http://chapter1.fiestamovement.com/agents/21
    • 12. Ford Fiesta vs. Lamborghini Gallardo
      YouTube Video Link
      12