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!
Campaign Stat Box
Brand: Ford Fiesta (Automaker Industry)
Campaign Website: http://www.fiestamovement.com/
Channels Used: Facebook, YouTube, Twitter, Flickr, Blogs
Appeal: Win a car.
Target Audience: 18-30 age group in the US
Date of Campaign: 2009/2010
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.
