For almost a year, Ford have immersed themselves in social media networks and other new ways of communicating. In fact, it is not by chance that they hired Scott Monty to head this aforementioned marketing division. He attended the Marketing 2.0 conference to explain the new strategy of the brand, but for those of you unable to attend, an interview with Fox is available on his blog.
Therefore, in 2010, on American ground, Ford will launch its latest model of the Fiesta. The Fiesta has been available in Europe since late 2008. Its upcoming release in the U.S. is a sign that the automobile industry there is either changing or doing very poorly... To complement the launch of this unorthodox car by American standards, and considering that the model is already available overseas, Ford has decided to loan 100 Fiestas to 100 different ambassadors. They have the luxury of testing it out for 6 months on American roads. The goal is for them to eventually shares their experiences in detail via social networking sites that they use daily (Facebok, Twitter, Flickr, YouTube, etc...). This is precisely why the ambassadors were chosen according to how "connected" they were. After having received almost 4000 applications, we can finally meet the 100 lucky testers on the campaign’s website, Fiesta Movement. They will be assigned various missions as diverse as travel, adventure, social interaction, technology, and of course having fun! These themes are of course all adequate to create the type of reactions from the testers that would generate marketing content.
For the moment, the testing has not yet begun, but we will be able to follow the thread of reactions directly via the site, which will compile all the posted items by the ambassadors. Experience seems to be a great strategy to enrich the pool of real Fiesta drivers and to spark an interest in other drivers even before the official launch. It is also an excellent way to create a real community around this vehicle, one that is quite different from other on the American market. Opel, for example, had created a similar campaign in Germany, one in which 4 bloggers tested 4 Opel Astras. Additionally, in 2006, we ourselves invited bloggers to test the new Renault Twingo on its European release