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To promote the new 2011 Fiesta car, Ford has launched the Fiesta Movement campaign. People in the US have applied to become one of the so called agents of the 20 teams that compete against each other by using their own creativity to show their experience of the car. The rest of the social media audience get to be the judge and decide who’s the most talented. The teams are located across the country and they are collaborating with creative talents at their local area to complete missions and host events. The winners get, not very surprising, their own Ford Fiesta.
The teams can be followed at Twitter, YouTube, Flickr, Vimeo and their personal blogs. They use the social networks to find the creative artists at their local area and to spread the word of what they do. Ford takes a step away from their competitor by letting their fans do the work of advertising. By having teams in different cities they increase the level of competition and get a nationwide campaign. The purpose is to prepare the American market for the release of the 2011 Fiesta.
Ford has realized that people trust people like themselves. The car salesman got his share of fun and his time is over. Fake smiles and excessive stories are not the kind of advertising that speaks to our heart and makes us rely on the quality of the product. We listen to our friends and our friends’ friends. Ordinary people around us. With help of the agents, Ford build communities where people want to help each other out. They take advantage of the heart in social networks – to be part of something. The agents represent “one of us”.
The campaign has just been launched, but we could follow Ford’s first successful version of the Fiesta campaign last year. Here are some of the first campaign’s results:
- 4.3 million YouTube views
– 500,000+ Flickr views
– 3 million+ Twitter impression
– 50,000 interested potential customers, 97% of which didn’t own a Ford currently.
In social media campaigns where companies use people from outside to be representatives, they choose people with a great social network and those who have experience with blogging and using social media. Don’t be afraid to use people with personality and outstanding character. When these people get to transform your message into their own creation – their passion and spontaneity will talk directly to your costumers’ hearts.
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