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At Ford, social media is key to brand success

Read the full story at the Detroit Free Press.

Ford’s social media campaign, Fiesta Movement, which gave new Ford Fiestas to 100 social media savvy drivers for six months and encouraged them to blog, tweet, YouTube and photograph the experience, has created 60 percent brand awareness for the car, the Detroit Free Press reported. The new Fiesta won’t be available until summer 2010. “If you would have told me that we would have 100 vehicles in the U.S. … and we would have 60 percent brand awareness in the segment, I would have said there is no possible way,” Jim Farley, Ford’s group vice president of global marketing, said Wednesday. “To get 60 percent awareness in traditional media, it costs somewhere north of $50 million.” Fiesta Movement cost a fraction of $50 million.
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