Ford Fiesta Social Media Campaign

Ford’s trend-setting way of capitalizing on the new Ford Fiesta by way of social media is unique in its own right.

Ford Motors had a very strong and successful presence during the recent economic recession and came out on top against competing auto makers. They’ve now seized the opportunity to further their popularity and online presence by creating this social media campaign. They have successfully created buzz around the Ford Fiesta and connected with consumers through Twitter, Facebook and other social media networks.

The company took a very ambitious risk by placing 100 Ford Fiesta vehicles’ in the hands of consumers who expressed interest in the campaign initiatives. These “agents” were meant to drive the vehicles for a total of six months and complete a series of tasks and then report back on their findings and opinions. Kind of like an interactive focus group of sorts.



This movement signals a desire to keep up with the on-going trends of our time and shows the initiative that Ford is taking to connect with their consumers on a more personal level. They are learning what their consumers want by way of blogs, twitter and video feedback, all without spending a dollar. This is very valuable information they can use towards this product launch and future launches. They used social media as a marketing technique.

Ford targeted millenials for their campaign, which is smart as they are an emerging and important audience. They also chose “agents” with well established social media profiles. This was beneficial as it helped gain public notoriety at a fast pace.

Was this a success?

Essentially, YES! The statistics for this campaign reveal success on many levels. Check out their Facebook page and Twitter page to see the kind of feedback they received.

As of now, according to Mashable, they have received:
Over 4.3 million views on Youtube
500,000 + views on Flickr
6,500 followers on Twitter

The fact that a campaign like this has never been done before, made the Ford Fiesta Movement buzz worthy and memorable.

For more insights into the Ford Fiesta campaign check out Shelley, Jen, Lauren, Owen and Sabrina’s blogs.