Alltop.com

It's an interesting and original campaign but what did their brand gain from the initiative besides great PR and industry awareness? Yes, we all want to know what the ROI looks like. ;)

Tessa, this is why I can't wait for the official case study. Will you be able to attend the celebration?

Unfortunately I won't be able to make it.

I am one of the aforementioned Fiesta Agents and will be at the celebration in LA. :-)

Paul,
Agent 75

I can tell you what we've got so far: 4.8 million views of YouTube videos, 660,000 views of Flickr photos and 3.4 million Twitter impressions of the Fiesta Movement. In addition, we've seen over 50,000 hand-raisers indicate that they want more information about the vehicle as it goes on sale - 97% of whom currently do not own Ford vehicles. And a 40+% level of awareness of a vehicle that's not even available in this country yet, which is the equivalent of the awareness of some of our vehicles that have been in market for 2-3 years.

All with $0 in traditional advertising.

We're confident that we'll be selling a huge number of Fiestas in North America, not only thanks to the great product that it is, but thanks to Ford being perceived as a company that "gets it" when it comes to social media.

Scott Monty
Global Digital Communications
Ford Motor Company
@ScottMonty

@scottmonty Thanks for sharing the numbers and hugs of Aloha to you and your team!

Agent 67, (Mark Kleis) checking in...
Having been quite involved in the Fiesta Movement I can say with confidence that the Fiesta Movement will easily pay off in terms of ROI.

What is the point of any advertising when it comes to typical products such as cars? The point is to make people aware of the product, and convince them it is a good enough (better?) product that is worth their money. Right?

Well the Fiesta is a FANTASTIC car that is practically without any argument best-in-class in virtually every possible way. So, the Ford engineers did the hard part... the Fiesta Movement agents just had to show it to the world. (...and we did! Just check visit www.LeftLaneNews.com and search for "Fiesta Notebook" for my feature stories that reached millions)

The data shows that the brand recognition (and interest) is there. The program is to this point, and will forever be considered an overwhelming success.

Mark my words!

-Mark Kleis
Agent 67

Check out my #FiestaMovement videos at http://www.Youtube.com/RoundupRussy

FiestaMovement biggest achievement in my mind is that it has shown Ford that it is about being directly involved with the "REAL" people and conversing "DIRECTLY" with them. Its a win win for both manufacturer and consumer.
Consumer begins to trust the big Corporate machine, and the big Corporate machine is forced to be "REAL" plus finds the real pulse of the consumer.
Maybe these so called "focus" groups that have been the auto manufacturers feedback machine, will be a much smaller source of influence in the future and Ford will continue to cultivate this closer relationship with the real consumers and keep up the direct line of communication.
Keep doing your thing Scott Monty!!

I just sent this email out to my company:

I'm really not working on Thanksgiving, but came across this great social media effort.

http://holykaw.alltop.com/fords-fiesta-movement-social-media-campaign?

Check out the comments from two of the drivers and someone from Ford participating in the conversation. That's what social media marketing looks like when it's well done.

A
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