More Than 50,000 Americans Have Said, “Tell Me More About Ford Fiesta”
OCT
02

For anyone who doubts the effectiveness of social media to share information and opinions, consider results from Ford’s nontraditional approach with the Fiesta Movement initiative. Using a fraction of a typical marketing and advertising budget, Ford relied on social media to drive the buzz about the new Ford Fiesta, generating awareness for the small car to levels equivalent to models that have been in the market for two to three years.

The Fiesta Movement and test-drive program resulted in more than 50,000 handraisers, or people who asked to receive more information about the car. And 97 percent of those handraisers currently do not drive a Ford!

“We didn’t break the bank. We didn’t use traditional media. We tried something different, and it is working,” said Connie Fontaine, Ford Brand and Content Alliances manager. “We’re delighted with how Fiesta is gaining traction with consumers. It’s a whole new way of introducing a car to market.”

The Fiesta Movement promotes Ford’s new small car through 100 socially vibrant “agents” who have been driving Euro-spec Fiestas and taking part in monthly themed “missions” such as volunteerism, adventure, and style and design. After each mission, the agents relate their experiences through their social media outlets.

Social networking sites allow Ford to meet consumers it might not connect with through traditional advertising, making it easier to open dialogue with a whole new set of consumers. The Fiesta Movement also realizes that people trust people like themselves and that everyone has a car story.

Agents are taking advantage of their time in Ford Fiestas, accumulating more than 1 million miles total. And their Fiesta Movement-related content is gaining huge traction on the Internet, with:

  • More than 4.3 million YouTube views
  • More than 540,000 Flickr views
  • More than 3 million Twitter impressions

Through the accompanying nationwide test-drive program, more than 162,000 customers have interacted with the Fiesta through walk-arounds and social interactions, and 35,000 have taken a test-drive.

Fiesta Movement agents are also providing key product insights to Ford. Exterior styling, driving dynamics and unique color offerings top the list of their favorite attributes.

You can follow the Fiesta Movement at http://www.fiestamovement.com/. You can also see the content the agents generate on the following social media sites:

YouTube: www.youtube.com/fiestamovement
Flickr: www.flickr.com/photos/fiestamovement
Facebook: www.facebook.com/fiestamovement
Twitter: www.twitter.com/fordfiesta

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0 COMMENTS ON THIS ARTICLE
al drys Hey - That's my son that set up that cool Fiesta shot! He is so AWSOME ! What a terrific talent and all round wonderful fellow! LOVEDAD
4 year(s) ago via
cole Great photo! Cole Quinnell Editorial Director theFordStory.com
4 year(s) ago via
Michael R. Cerza C'mon Ford, bring these beautiful european versions of your products over to the USA, not as imports, but as vehicles built here in the US. Mercury needs new product, and if you can bring these Euro Fords over here and modify them some, you will have great Mercury products to sell that will be different vehicles from Ford. Way back in the 1950's you had a great program that did not see completion; and that is the "Big Plan" The plan was great and it was the right thing to do, however, market timing could not have been worse, and you pulled the plug after years of hard work and millions of dollars. I am talking about Ford, Edsel, Mercury, Continental and Lincoln. Super Mercurys, posh Continentals, mid range Edsels and Mercs, and great Lincolns. You need differentiation of product once again, but this time, please do not give up if the going is tough, and stick it out. If you did back then, the Ford Motor Company would be a bit different today. Give Mercury different products ( not in all cases) from their Ford counterparts, and the chance to market these Euro cars as Mercury seems such a win-win. Thanks for giving me the chance to voice my opinion. Michael R. Cerza
4 year(s) ago via
Whit Scott Hey I took that photo. Well, actually I ididn't, my uncle did - I set that photo up then ran around with lights.
4 year(s) ago via
Dewey Foulk Are there plans for a sports version of the Fiesta such as as an RS or ST for the U.S.?
4 year(s) ago via
Michael Love this car, would be buying one this month if it were available in the N.A. market. I'm a huge hatchback fan, so will be buying a Prius instead. Removing the Focus hatchback from the US offering was probably Ford's biggest mistake in the last 5 yrs. Other than that, Ford is looking great!!
4 year(s) ago via
gianluca Meluziis Please Ford give us the Smax and Cmax the europe has! Oh, and lets not forget mondeo too! Even though the new Taurus is close.
4 year(s) ago via
Jeff Willis Please FORD give us the hatchback Fiesta that Europe gets!!.
4 year(s) ago via
judy eaton I HAVE A 1995 EXPLORER THAT HAS 300,000 MILES AND JUST STARTED HAVING A FEW PROBLEMS. HOW'S THAT FOR "GETTING YOUR MONEY'S WORTH"?
4 year(s) ago via
This discussion is missing your voice.

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