Ford ran a campaign called the Fiesta Movement, where they gave away 100 Ford Fiestas for six months complete with free gas, insurance, parking and a concierge service. The lucky 100 will be sent on “cool monthly missions” which were documented for public consumption and spread across different Social Network platforms such as Flickr, Facebook, Youtube and Twitter.
What about the Results?
The program — which included a test-drive program — has elicited the interest of about 50,000 potential buyers, 97% of which don’t drive a Ford at present. For us this stat is interesting as one of the biggest barriers to improving Ford’s brand equity has been that many cradle-to-grave naysayers have never even used a Ford vehicle. So bringing the car to the people has helped a lot.
In total, official Fiesta Movement content has drawn 4.3 million YouTube views, 540,000 flickr views and 3 million Twitter impressions.
