Ford’s Fiesta Movement – Brand Ambassadors
Recently we covered Ford’s Scott Monty with his keynote speech at OMMA on Social Media Strategy. Ford’s evangelist has recently released some statistics on one of the social programs; the Ford Fiesta Movement. A perfect example of brand ambassadorship where Ford sent 100 Fiesta’s to the US and 100 winners have driven 6 months the car for free, including gas, insurance, parking and concierge.
After the break some interesting results of the Ford Fiesta Movement.
The Ford Fiesta Movement, where 100 “agents” drive around the US in Ford Fiestas and complete appealing monthly missions related to volunteerism, adventure, style and design, broadcasted the resultsof the missions and adventures on YouTube, flickr, Facebook and Twitter.
According to Monty, brand awareness for the Fiesta has risen to the equivalent of models that have been on the market for two to three years. 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.
In total, official Fiesta Movement content has drawn 4.3 million YouTube views, 540,000 flickr views and 3 million Twitter impressions.
And the whole thing was done with $0 in ad budget and a fraction of marketing costs.
A perfect example of brand ambassadorship.