Ford promotes Fiesta using Facebook and other social networks
Ford recently stepped into the social networking arena to promote the launch of its 2010 Fiesta in North America. The Detroit automaker provided 100 people in their 20s with the new subcompact to drive for six months.
Ford encouraged these drivers to share their experiences online using Facebook, Twitter, personal blogs and other social networking sites.
Why this demographic? The new Fiesta is targeted at the 70 million people born between 1970 and 1996 (millennial). A study by Microsoft revealed that 77 per cent of millennials use a social networking site like Facebook or MySpace every day, and 28 percent of those users have a personal blog.
Other industries (Hollywood film studios, video game developers and clothing retailers) are already using social networking sites as part of their marketing strategies, and Ford recognizes the value in tapping into this demographic.
Will this strategy work for cars? Ford’s social media boss, Scott Monty, certainly thinks so. He told Wired magazine that this is an attempt to “build excitement and awareness for the vehicle….”
Ford has released the figures for this experiment, to date:
- 4.3 million YouTube views thus far
- 500,000-plus Flickr views
- 3 million-plus Twitter impression
- 50,000 interested potential customers, 97% of which don’t own a Ford currently.
Something tells me that Ford’s use of social networking sites could be a tipping point for the automotive industry.
Fiesta Movement September Missions: Fiesta Movement Agents Thomas and Whit took a night shot of their Fiesta to show off just how unique this car is. (9/2/09)
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