A majority of business outlets are recognizing the role of social media in today’s net-ridden world. The much talked about Ford’s Fiesta campaign is an apt example of this trend.
What they did was simple: Their experiment was about inviting 100 “social agents” (members of the public) to drive and review Fiesta for six months, and share their experience with the world. They had them promote the car through different social media sites, including Twitter, YouTube and blogs.
For the Fiesta Movement campaign, Ford organized the World’s Largest Tweetup by bringing together friends and family of the selected test drivers. Also, the Guinness Book of Records has marked this as the World’s Largest Tweetup.
The main touch-point of the campaign was the Fiesta Movement website, which serves as some sort-of aggregator that gathers the different content being produced on the different pages the agent’s author. On the Fiesta movement website, one can track missions, watch videos produced and read more about the agents.
Many social media commentators agree that this campaign was a huge success. The 700 videos produced by the agents have generated 6.5 million views on YouTube, and there have been more than 3.4 million impressions of Fiesta Movement on Twitter. Even photos taken by the agents have been viewed more than 670,000 times.
More first hand experiences on this blog.