You Don't Need Maracas For This Social Media Fiesta!

[Megan Vickell]

It's A Social Media Fiesta

Ford created a social media movement using its new Fiesta. In a nutshell, they gave cars to 100 social “agents” to test drive for six months, meanwhile paying for their gas and insurance. In return, these twenty-something social media storytellers would document their findings using Facebook, Flickr, Twitter and YouTube. Ford’s goal is to use their customers as brand ambassadors to get the word out about their new product.

The Threat Of Insincerity

Just the premise of this campaign is a potential threat because it presents an ethical issue. The agent’s acceptance of such an expensive “gift” might cause their narratives to come across as contrived or insincere. It causes the consumer to question whether or not the agents are freely and willingly writing non-biased reviews. Don’t get me wrong it's a good marketing campaign, but it causes on to question the authenticity of the social media values that drive this online community.

Target YOUR Audience

Like all social media trend-setters, the Ford Fiesta campaign presents many risks and unknowns, thereby allowing competitors to capitalize on Ford’s mistakes. For example, the Ford Fiesta campaign is heavily geared towards social media savvy groups, perhaps so much that the campaign forgot about its non-savvy target audience. As a result, other auto makers have used caution when implementing social media into their marketing campaign, and are careful when identifying their target audience. For example, General Motor’s developed the iReveal, a mobile application that puts images of Chevrolet vehicles in real-world setting. Subaru America Inc. maintains a Facebook and Twitter page.

Future Oversaturation??

No doubt the Ford Fiesta campaign has set an industry standard, and while most auto makers are already participating in some sort of social marketing, those who don't are making plans to do so. As social media platforms are adopted there are more and more brands making it difficult for marketers to stand out in the crowd. With that said, the market could potentially become oversaturated, turning off the very consumers they are seeking to attract.

For other Ford Fiesta CSMR reviews check out the following links:

Step Into the Drivers Seat

Ford Fiesta - Trend-setting in Social Media?

a social media campaign that works; Ford Fiesta

The Revolution Will Not Be Organized

Fords Social Media Fiesta