Ford launched the "Fiesta Movement" campaign to promote its new Fiesta car through social media. 100 participants drove the Fiesta and shared their experiences on blogs, Facebook, YouTube, and Twitter, generating over 11 million social media impressions. The grassroots campaign helped build buzz around the car in a more authentic way than traditional marketing. Social media is becoming a powerful marketing tool as consumers increasingly influence brands online. Ford's case study demonstrated how social media strategies can be effective for automotive marketing.