Home  › Social › Social Media
ford-fiesta-movement1

Social Media Week: Ford Embraces Relationships With Relaunch of Fiesta Movement Campaign

  |  February 22, 2013   |  Comments

As thought leaders, industry innovators, social gurus, digital marketers and more, gathered to discuss trends and developments at Social Media Week New York this week, a Ford pioneer rocked the show. Kicking off the week in a keynote session held at Bloomberg’s headquarters in Manhattan was Scott Monty, global head of social media at Ford.

As thought leaders, industry innovators, social gurus, digital marketers and more, gathered to discuss trends and developments at Social Media Week New York this week, a Ford pioneer rocked the show.

Kicking off the week in a keynote session held at Bloomberg’s headquarters in Manhattan was Scott Monty, global head of social media at Ford.

Monty emphasized the importance of social media in a digital world, and said that companies and brands should see it as a commitment and not a campaign. “We always need to be on,” he commented.

He highlighted the importance of integrated media and how owned, earned and paid all together can lead to “significant impacts”.

Looking specifically at the best formula for a campaign, Monty said that creating personal relationships are integral and help combat the impersonality of our mass media age. People engage with personalities and not product features, he noted.

In a twist that emphasized the importance of personal relationships and also took some of the audience by storm, Monty revealed the launch of an updated version of Ford’s ‘Fiesta Movement’ campaign supplying selected tweeters, bloggers, vloggers and other social media users with brand new Fiestas for six months, and asking them to record their experiences.

The selected 100 individuals or “social influencers” will receive the 2014 Fiesta free of charge for half a year and all gas, parking and insurance will be paid for by Ford. In exchange, the “agents” will compete in challenges across major entertainment hubs in the US, including promotional events tied to American Idol. Bonaroo, and the X Games. They will commit to generating various types of social media content from these challenges that Ford can use in traditional advertising material. 

All the content that is created will be eligible for TV and print advertising, said Monty, adding that the campaign is the next move of where Ford goes socially and how the company embraces the relationships that are vitally important to them along the way.

Ford’s original Fiesta Movement campaign in 2009 was considered a huge success story in how large brands can leverage social media for advertising. Thousands applied four years ago and more are expected to sign-up this time.

The application process opened on Tuesday and successful applicants will get their cars by late April or early May.

If you think you have what it takes to be a social influencer for Ford, you can apply by visiting www.fiestamovement.com or follow the hashtag #FiestaMovement. 

 

 

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Melanie White

Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).

In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...