Guest blog written by Christine Dissing, who holds a Masters in Marketing Communications Management and is passionate about advertising, branding and marketing communication, a passion she shares on her own blog attention2ads.tumblr.com. You can also connect with Christine on Twitter @christine_kbh.
When Ford Fiesta decided to launch a new campaign, the aim was to draw attention and increase awareness about the new Fiesta. With this in mind, they wanted to create a campaign that would clearly attract customer’s attention towards the USPs, features and improvements of the car in a fun way. For this purpose, they partnered with Blue Hive and launched a new campaign across Europe.
The result was a cool engaging campaign that leveraged consumers’ love and eagerness to take and share photos. A photography competition called Fiestagram was launched in partnership with photo sharing app Instagram.
Photo sharing enthusiasts on Instagram across Europe were encouraged to upload photos in several categories inspired by the technology and features of the new car. Participants could, as always with Instagram, easily share their photos on Facebook, Tumblr, Twitter etc. As an added incentive, the best submissions were also shown on live-billboards and real life photography galleries across Europe.
The “feature” categories were: Starting, Hidden, Listening, Entry, Music and Shape and the winners of each are still shared on Ford Fiesta’s Facebook page.
According to me, the idea to make a photo contest is definitely not original in any way. Guess it has been a marketing tactic ever since the camera became a common household item. However, a good understanding of social and great execution has created results worth sharing. Not to ignore that this is a good example of creating engagement with a classic recipe. Here is a video for you all to catch a glimpse: