The First Chapter of the Fiesta Movement (before we knew there were chapters) was often heralded as a tremendous success both in automotive marketing as well as the use of social media by an automaker. It’s focus: build awareness.
Chapter 2 will take the awareness to the next level and focus on increasing reservations and eventual sales once it’s launched.
“Now we want people to consider buying one.” ~ Connie Fonaine, Ford Brand Content Manager
“The first time, the objective was to create awareness,” Fontaine said. “Now we have a nameplate that is already top of mind, so the objective is more specific.”
In the beginning, the 100 “agents” chronicled their adventures in their own Fiestas, culminating in Los Angeles with a grand gala last year. Chapter 2 will have 40 agents, or 20 teams of two, who live in large metro area. The teams will first drive a European version of the Ford Fiesta before being given an American version.
Ford’s dedication to innovative forms of conversational marketing through social media has arguably contributed to their recent successes having been the only major domestic automaker to not receive bailout money and still posting a profit in 2009. While there have been setbacks, that they are moving forward in social media as a major element in their marketing speaks volumes to their direction.
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