Ford Fiesta Movement

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Ford Fiesta Movement

  1. 1. The Ford Fiesta Movement<br />MICHIGAN<br />Ford Fiesta<br />MOVEMENT<br />
  2. 2. LIVE<br />9:25 am<br />AN INDUSTRY IN TROUBLE...<br />C-SPAN<br />The last few years have been rough for the US automakers who are facing declining sales<br />
  3. 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.<br />
  4. 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<br />
  5. 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.<br />less than 5 seconds ago via web<br />
  6. 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.<br />
  7. 7. FORD CAPITALIZED ON...<br />SOCIAL MEDIA’S ABILITY TO CONNECT WITH A LARGE NUMBER OF INDIVIDUALS AT A MUCH LOWER COST THAN TRANDITIAL MEDIA OUTLETS<br />
  8. 8. WHAT FORD SAW <br />WAS AN OPPORTUNITY<br />NO OTHER US AUTOMAKER HAD MADE AN ATTEMPT TO BREAK INTO THE WORLD OF SOCIAL MEDIA<br />
  9. 9. THE USE OF SOCIAL MEDIA ALLOWED THE MESSAGE TO SPREAD EXPONENTIALLY<br />EACH AGENT USED 5 DIFFERENT CHANNELS TO SPREAD THE WORD<br />THIS ALLOWED FORD TO GAIN ACCESS TO A COMPLETELY UNTAPPED SEGMENT OF THE POPULATION<br />
  10. 10. BUT THE PLAN WAS NOT WITHOUT ITS RISKS...<br />FORD PLACED A BIG PART OF ITS MESSAGE IN ITS “AGENTS” HANDS LIMITING ITS CONTROL<br />EVEN IF THE CAMPAIGN WERE TO BE SUCCESSFUL, IT WOULD NEVER BE REPEATABLE<br />
  11. 11. FORD WAS TAKING A HUGE GAMBLE. <br />NOTHING LIKE THIS HAD EVER BEEN DONE<br />IT PAID OFF...<br />
  12. 12. <ul><li> 4 000 applicants’ YouTube Videos: 640,000 views before campaign launch
  13. 13. YouTube hits: 6.5 million
  14. 14. Flickr views: 750,000
  15. 15. Twitter impressions: 4 million
  16. 16. Tweetup: 1,149 (Guiness World Record)
  17. 17. Ford Fiesta: 17,885 Facebook fans, 7,350 </li></ul> Twitter followers<br /><ul><li>The Fiesta Movement: 2,785 Facebook fans
  18. 18. 50,000 Fiesta information requests
  19. 19. Countless radio, newspaper, website and</li></ul> television coverage stories<br /><ul><li>10,000 cars sold in the first 6 days</li></ul>* The Ford Fiesta has not even hit car dealerships yet...<br />
  20. 20. FORD IS GEARING UP TO LAUNCH PHASE II OF ITS FIESTA MOVEMENT CAMPAIGN<br />WHO KNOWS WHERE IT WILL TAKE THEM...<br />

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