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The Fiesta Movement

The Fiesta Movement. By: Greg Stallings Morgan Hergenrather Melissa Johnstone. The Challenge. Follow 100 people for 6 months on 600 missions Each person got a new Ford fiesta for 6 months Every month each person received, performed, and documented a different mission. Movement Home Page.

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The Fiesta Movement

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  1. The Fiesta Movement By: Greg Stallings Morgan Hergenrather Melissa Johnstone

  2. The Challenge Follow 100 people for 6 months on 600 missions Each person got a new Ford fiesta for 6 months Every month each person received, performed, and documented a different mission Movement Home Page

  3. The Goals Engage culturally creative consumers to create content Encourage them to distribute this content on social networks (Facebook, YouTube, twitter, etc.) Craft the content so that it creates credit for the brand Mission

  4. Ford Embraces Buzz Marketing Consumers are tired of being bombarded with sales messages These jaded consumers often ignore the marketing message. Companies must bring messages to consumers in a different way. …And that is what Ford has done.

  5. How Has Ford Done Buzz Marketing Differently? Contestant Application Ford asks consumers to help pitch their product for them Ford attempts to get consumers to “help charge the Fiesta with glamour, excitement, and oddity” 100 ‘YouTube storytellers’ get to build upon their own digital profiles while they help to pitch the Ford Fiesta

  6. Why Was This Buzz Marketing Successful? Both Ford and the 100 agents were giving and also getting something in return 6.5 million YouTube views 50,000 requests for more information Sold 10,000 Fiestas in the first 6 days All at a relatively small cost to Ford Ford Fiesta

  7. Other companies using buzz… Microsoft used buzz to build hype for Windows 7 Virgin Airlines Eminem’s Marketing Team uses Twitter -Behind-the-scenes stuff

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