Learn Social Media by Example: The Ford Fiesta Campaign Analyzed

Social media is what we love to talk about at Thoughtpick. In a effort to allow you to better understand and grasp the right use of social media for your upcoming campaigns, we are dedicating this regular section for you tailored to analyze old, new and current campaigns in terms of audience, success, lesson learned and more so you could learn about social media by example!

In Tough Economic Times: Can You Sell a Car Through Social Media?

After a gut-wrenching year for American automakers, Ford wanted to change its fortune with the all-new 2011 Fiesta.

After all, this Fiesta is not a very American car. Small, compact and fuel-efficient, the Fiesta is more tastefully European than insensibly American.

But it is not the functional design that has raised the numbers for Fiesta, it’s actually their fantastic social media campaign. The Ford marketing team spent a lot of effort in making sure it got buzz on the Web.

The Idea: Drive Your Car Through…

What they did was simple: they invited a 100 “social agents” to try the Fiesta for six month, and share their experience with the world. They had them promote the car through different social media sites, including Twitter, YouTube and blogs.

: 4/5
: 3/5
: 2/5
: Yes
: 5/5

Ford upsets bloggers more; no sign of an apology in the horizon!

One of the things that upsets me the most in life is when someone makes a mistake then ignores it completely – like nothing’s happened – instead of standing up and take responsibility for his actions. While individuals may – sometimes – get away with it, I don’t think that companies, especially big ones like Ford Motors, should be spared off the hook.

It is as simple as this: You make a mistake, you offend people, you apologize. 

After offending the whole ME blogsphere by stating that there isn’t enough bloggers to replicate their successful Ford’s Fiesta’s social media campaign in the US, and after the uproar of angry bloggers for the ignorant comment of Ford’s officials in the region, one would expect a damage-control in the form of a simple APOLOGY.

Ford upsets ME bloggers

Ford upsets ME bloggers



Instead, Ford ME managed to make things worse. Their PR agency contacted Dima Hamadeh, the writer of the Business 24/7 article in which she mentioned Ford official‘s comment about ME bloggers, and asked her about her source of information. Surprisingly enough – to them of course – the source is Ford themselves! That triggered a very valid question posted by Dima Hamadeh on Fake Plastic Souq blog :

Ford Fiesta‘s smart social media campaign backfires in the Middle East

Bloggers power is one of today’s world facts; it is a major social media tool that has a very high effect in influencing people and setting trends around the globe. Ford Automobile was smart enough to realize this; they came up with a brilliant marketing campaign that is unprecedented in the automobile segment. The campaign […]

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