The Ford Fiesta Movement has attracted noteworthy attention this summer as it’s swept through social media channels. Viral video marketing created by selected agents and events organized by street teams are proving to be effective, in some ways more so than traditional advertising.
What’s making so many eyes take notice?
It’s the novel approach The Ford Fiesta Movement takes in marketing a compact vehicle. Each piece of the puzzle is dedicated to selling the Fiesta as an experience. From YouTube videos featuring auto-tuned robots describing engine specs to a zombie survival guide crafted to highlight keyless entry and push-button engine start, the Fiesta speaks to a generation immune to the usual gimmicks crafted to sell a product.
The process doesn’t end with the advertising. With 4.3 million YouTube views, and over three million Twitter impressions the campaign has generated, Ford announced that over 50,000 “hand-raisers” have retained interest in the vehicle, and plans to continue the campaign with an “unpackaging” process that follows the consumer. A picture of the new Fiesta owner and vehicle is snapped at the dealership at the moment of purchase and a USB drive packed with information about the model comes standard. When plugged into a home computer, the drive includes a download for a community application that keeps the owner connected to Ford, the dealership and fellow Fiesta owners.
What makes the Fiesta Movement is more than a mere branding and advertising campaign. It’s the integrated approach taken from the Fiesta’s launch that follows the customer perspective all the way through the showroom and continues with the buyer out the door. Not only is the Fiesta branded as fun, exciting and affordable, but it’s also the car with a connected community of users and lifestyle statement that may inspire buyer loyalty for years to come.
