Ford Fiesta movement calling for “agents”, but are they agents of change?
24 February 2009
Love the new Ford Fiesta campaign (www.fiestamovement.com) – the company is giving away 100 free cars to chosen “agents” as part of an ambassador program. To enter people (I’m assuming as they are targeting “millennials” there are restrictions on who can enter but didn’t come across them as of yet) have to submit a short video on their own YouTube channel (great idea as they will have more reach, one of the entrants has a video with 1.2 million views…). As part of the vid they need to share how big their social network is and what it consists of, might as well be upfront in what Ford is asking of them, right? Once they have the car Ford asks that they blog, tweet and share their experiences with friends…
So let me get this straight – I can submit a video, get a FREE car (already hooked), and write about it on Facebook – sold!
I like it for several reasons – it empowers people to leverage their network versus trying to pull everyone onto the Ford site, it is transparent in its intent – hey blog for us and you may get a free car, and the message is simple hence why there are already 1,500+ entries. It might not solve the world’s problems and give Ford a CSR platform, but I think it is clever and fun, all you have to do is check out a few of the videos to get what I mean.
Not just a pretty face, it is also a strategic business move - according to Sam De La Garza, Ford’s small car marketing manager (in a recent comment on MarketingDaily), “By the time of the Fiesta’s U.S. launch, Millennials will account for 28% of the country’s driving population (a total of 70 million new drivers). The movement gives [Ford] an opportunity to connect with the group before they have established brand loyalty while appealing to their affinity for social networking and technology.”
So the strategy seems solid, the launch has proven to be successful, now I look forward to following the follow-up. How will this campaign in which they are encouraging direct consumer feedback on their product change either marketing or development? I want to see what Ford does with any constructive feedback (ie is this being used for R&D purposes), and how they will use the platform to turn any potential criticisms into positives. Early days but if they can harness these conversational elements inherent in social media marketing, they could nail it.
And just for fun, wanted to share my fav video of those I watched – Ford, Fiesta (can you believe I actually took the time to watch several, but they were amusing, what can I say?) – definitely give both of these guys one! And I want an invite to the Ford, Fiesta