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Ford Fiesta Movement

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  • 1. The Ford Fiesta Movement
    MICHIGAN
    Ford Fiesta
    MOVEMENT
  • 2. LIVE
    9:25 am
    AN INDUSTRY IN TROUBLE...
    C-SPAN
    The last few years have been rough for the US automakers who are facing declining sales
  • 3. 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.
  • 4. 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
  • 5. 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
  • 6. 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.
  • 7. FORD CAPITALIZED ON...
    SOCIAL MEDIA’S ABILITY TO CONNECT WITH A LARGE NUMBER OF INDIVIDUALS AT A MUCH LOWER COST THAN TRANDITIAL MEDIA OUTLETS
  • 8. WHAT FORD SAW
    WAS AN OPPORTUNITY
    NO OTHER US AUTOMAKER HAD MADE AN ATTEMPT TO BREAK INTO THE WORLD OF SOCIAL MEDIA
  • 9. 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
  • 10. 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
  • 11. FORD WAS TAKING A HUGE GAMBLE.
    NOTHING LIKE THIS HAD EVER BEEN DONE
    IT PAID OFF...
  • 12.
    • 4 000 applicants’ YouTube Videos: 640,000 views before campaign launch
    • 13. YouTube hits: 6.5 million
    • 14. Flickr views: 750,000
    • 15. Twitter impressions: 4 million
    • 16. Tweetup: 1,149 (Guiness World Record)
    • 17. Ford Fiesta: 17,885 Facebook fans, 7,350
    Twitter followers
    • The Fiesta Movement: 2,785 Facebook fans
    • 18. 50,000 Fiesta information requests
    • 19. 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...
  • 20. FORD IS GEARING UP TO LAUNCH PHASE II OF ITS FIESTA MOVEMENT CAMPAIGN
    WHO KNOWS WHERE IT WILL TAKE THEM...