Have you seen a billboard?
How about any TV adds?
You haven’t???
Good cuz there aren’t any.
Ford gave away 100 brand new Ford Fiestas t, with the instructions to blog, tweet, Facebook, Vimeo and all together use their social networks to get the word out about them. The program is called 1 Movement.
Ingenious!
Or is it? What about dissemination of the message? Target audience? Fords image? It could just become a giant game of broken telephone, where everyone takes from it what they want and passes it along.
Ford has handed over the promotional reigns to 100 people who have the social capitol to endorse the product. Using their customers to their best advantage. Not only is the advertising cheaper it also has the potential be more effective. Capitalizing on the recent Toyota fiasco Ford knows that no matter what happens now they are on the right track with this innovative and fun endorsement.
At the end of the day its all about what people talk about! Jen, Shelley, Hayley, Sabrina and Owen each have their own take on this media campaign. So check them out.
Its PR2.0 at its finest!!
I had to give it to Ford, they came up with a great idea to promote this car. But being so unique, do you think it (or any other automakers) can repeat the same campaign? It will be interesting whether they continue to use social media in their future product marketing.
ReplyDeleteI agree that the message had the potential to be muddled amongst all that chatter, but maybe the individual voices from Ford's "agents" weren't supposed to be the messages at all. I wonder if at the end of the day, Ford will actually run an ad for this car on television... Great post!
ReplyDelete