Ford Social Media Juggernaut Turns Up The Heat
If you thought Fiesta Movement agents rocked the social media world the last six months of 2009, just wait until the second chapter when 20 new double agent teams begin spreading the word about the Ford Fiesta. A new group of agents will be enlisted to engage their local communities by developing communications about Fiesta, leveraging social media as the means to spread the word about Ford’s all-new 40 mpg car.
Twenty teams of agents in major markets across the country will complete a series of missions, where they will compete in challenges online and locally that immerse them in cultural movements, allowing them to ignite passion into their communities through social media while opening the discussion about Fiesta.
After completing the challenge, agents will produce and place the creative content on www.fiestamovement.com
. The best content will be recognized based on online consumer interaction and consumers’ opinions about their work. Applications can be submitted on www.fiestamovement.com
starting January 1, 2010 and ran through Jan. 31. The program launched in mid-February.
Mr. or Ms. Right
These new Fiesta Movement agents are socially vibrant individuals who are in tune with the latest happenings in their own communities and are followers of the first chapter of Fiesta Movement. “These teams are going to be made up of part-thinkers, part-social butterflies,” said Fontaine. “New agents will create content that taps into the unique cultures in each city, all the while sharing their experiences with Fiesta.”
The new agents give Ford an opportunity to create a dialogue that is consumer-driven, and engages people with the Fiesta. “People are talking about our brand right now,” Fontaine said. “Fiesta Movement Chapter Two lets us be involved in that discussion.”
Throughout the Fiesta Movement, agents have traveled more than 1.4 million miles and have generated more than 6 million YouTube views, nearly 740,000 Flickr views and more than 3.7 million Twitter impressions. The Fiesta Movement and test drive program has resulted in more than 80,000 hand-raisers.
“The first chapter was about developing awareness, and now it’s about driving unparalleled consideration. We want to put Fiesta on the shopping list.”
– Connie Fontaine, Ford Brand Content and Alliances Manager Social Media Dealers
“Working in close partnership with Ford's Regional Digital Marketing Consultants and the Ford Digital Advertising Program
for Dealers, the ADP Social Media Marketing
Team has developed fully managed Fiesta Movement social media marketing
, consumer engagement and advertising packages for our Ford Dealer clients...”
– Ralph Paglia, ADP Director - Digital Marketing and Social Media Solutions