OK,
so Selena, Greg, Nalinee, Michael and I submitted our paper on Chrysler's online marketing effort last week. An interesting article was published the day right after the deadline on Ford's Fiesta Movement campaign, which we documented in our paper.
The campaign started in April 09, for a car which is not scheduled to be available by late 2010. The online article was the first attempt we saw at providing some feedback on Ford's effort.
A couple of months ago, Ford decided to provide 100 people with a free Fiesta for 6 months, in exchange for a promise to provide Fiesta-related UGC on a regular basis, as they see fit (youtube videos, twitter posts etc.) . This was a bold move in the sense that Ford has no control whatsoever over the content which is going to be produced...
According to the article, the first signs are extremely encouraging. In 2 months, the 100 drivers have created over 4.6 million impressions, and some individual video clips on youtube have been viewed over 150,000 times (one not so successful example can be seen here: http://www.youtube.com/watch?v=ks6rH0aJBwg )!
Qualitatively also, the feedback has been positive. One driver even posted how the car had saved her life after she had an accident with her Fiesta!
There were of course a few negative comments, but that was to be expected. A lone but surprising false note came from one driver who said he had to edit one of his videos at Ford's request...
So, after 2 months, Ford's innovative online campaign looks promising. Still, the launch date of the Fiesta is almost 2 years away.... Time will tell !
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