Ford's fresh approach to marketing and customer engagement with social media.
So you have a great Instagram and Twitter followingâ€¦what's next?
A car. That's the marketing strategy behind Ford's "Fiesta Movement" that launched earlier this year. The live-in marketing move isn't a surprising one eitherâ€”it's the second time Ford has done this in the last couple years and the results are in from the previous campaign:
- 4.3 million YouTube views thus far
- 500,000+ Flickr views
- 3 million+ Twitter impression
- 50,000 interested potential customers, 97% of which don’t own a Ford currently.
The campaign represents a new era for marketing and customer experience. In this work, Ford importantly equates the product (a youthful sedan or hatchback) with the experience a customer has driving it. The experience is transformed into a shared one on the hub site which integrates videos, photos, and blogs. On this site, the lucky 100 social media royalty excitedly share their experience having a Fiesta (and yes, gas and insurance are part of the deal). Trips to the gym, going zip lining, and fishing suddenly become possible for a few and shared to thousands by Ford's campaign.
One blogger and social media baroness documented the moment when Ford gave her a new Fiesta with a YouTube video. The video comments are generally positive: expressions of jealousy for winning participation and complimentary of the color scheme of the car. The key to the video is who else was getting a free carâ€”a shuffling motley crew of twentysomethings ready to experience what might be their first car. Each Fiesta-er was already blogging, tweeting, instagramming and more.
And this is precisely the demographic that Ford is targeting. Ford lets about 100 people drive their cars around for free and in return, the drivers use their social media to talk about the events (hopefully not at the same time). And this is perfect because what as the first thing I darkly admitted to myself after checking out the website? Envy. I wanted a free car to drive around and instagram, which by extension made me want the car.
What do you think about these strategies? Do you they entice you?