- Ford Motor Company chose 100 millennials that were active on social media sights to use the car and create "friendships" on Ford's behalf.
- Through these agents, Ford was able to make "friends", create a "conversation", and create a brand for their new car, the FIESTA
- The agents used post, blogs, videos, pictures on social media sights that allowed people to see and experience the car
- 700 videos were produced, 6.5 views were place placed on YouTube, 3.4 million impression of the Fiesta appeared on Twitter
- When the car lauched it sold 12,000 units the first month, and it had a 38% awareness among millenials
Tuesday, March 22, 2011
THE FIESTA MOVEMENT: A CASE STUDY IN HOW TO CREATE A SOCIAL MEDIA CAMPAIGN
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