CLIENT
Ford Motor Company
Matt VanDyke, Director, Marketing Communications
Chantel Lenard, Group Marketing Manager, Global Small and Midsize Vehicles
Connie Fontaine, Brand Content and Alliances Manager
Jeff Eggen, Car / CUV Events and Alliances
AGENCY
Curt Jaksen, Group Director, Brand Content and Alliances
Kerry Doyle, SVP, Brand Content and Alliances Account Director
Kristen Naimi, VP, Brand Content and Alliances - Management Supervisor Car / CUV
Emilie Hamer, VP, Account Planner
Rick Ross, SVP, Group Account Director
Patrick Stajich, VP, Management Supervisor - Ford Car
Mindshare
Undercurrent
Action Marketing Group
SUMMARY
To make the Ford Fiesta the best known B-car not yet for sale in America, Ford knew its target customers, Gen Y'ers, didn't want to hear from them, but they did like to hear from other people like themselves. Insert the Fiesta Movement. 100 socially vibrant 'agents' driving 100 pre-launch Fiestas and documenting their experiences via Facebook, Twitter, YouTube, Flickr and other social networking sites. After 31,000 pieces of original content, 3.7 million YouTube views, 2.8 million Twitter impressions and 117 million consumer engagements the results speak for themselves.
