As you all know, the Ford Fiesta has been introduced on the American market following a painful, over a year long campaign (Fiesta Movement) which took place not on the streets, on billboards or on TV, but on Twitter, Facebook and YouTube.
We all witnessed the success the Fiesta had right from the start of sales following this well devised, yet risky marketing strategy. And since such a program worked for the Fiesta, it will certainly work for other models as well.
Ford already announced its commitment to continue promoting its products this way. In Australia, the carmaker launched the “Who's Most Likely” and the “Feel the Difference” campaigns based on that strategy.
"We're seeing a real shift in attitudes among our buyers," said Beth Donovan, Ford Australia marketing vice-president. "We're now seeing a huge spike in our website traffic when our ads are screened on TV. So we have to be where they are – and that's on web-based social media sites as well as print and television.”
All these web-based efforts are planned to ease the way into the Australian market of several exciting models next year, including the Territory diesel, the next-generation Focus, the Falcon EcoBoost four-cylinder and new Ranger utility.
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