Since SoCon11 keynote panelist Sam De La Garza took over as the Ford Fiesta Product Marketing Manager more than three years ago the largely social media based marketing campaign has churned out some impressive numbers.
- more than 6.2 million views on YouTube
- more than 750,000 views on Flickr
- and, most importantly, more than 50,000 inquiries in the car’s first week on the market
The campaign kicked off by giving 100 Fiestas to influential people on the web to get buzz around the brand to start growing. Ford established the Fiesta Movement with two person teams in cities all around the U.S. In the first installment of the series team members logged more than 1.5 million miles in their new Fiestas while blogging and posting video clips about their experiences.
Say hello to Atlanta’s Fiesta Movement team Friday night at SoCon11.
The Fiesta Movement also nabbed Ford the honors of being the organizer of the world’s largest tweet-up.
Just because we’re talking about a campaign launched by one of the world’s largest auto makers doesn’t mean you and your business have to have an unlimited budget to see social media success. The key to social media is in the name: social.
The Fiesta campaign was a success in large part due to its social approach that blended real life activities with Internet habits. While the Fiesta Movement teams logged miles on their car they were tasked with objectives like painting a Fiesta inspired mural in their neighborhood and filming puppies playing soccer. The teams were judged on a number of engagement factors and awarded prizes for each objective.
Each team member was outfitted with an average of five social sites to maintain and update over the course of the missions. Multiply five accounts by 100 social agents and there are 500 sites around the web talking about a product all at once.
Got a question for Sam De La Garza? Ask it to #askSoCon11 for a chance to win a free social media book and have your question answered by the keynote panel at SoCon11.