Insight into the success of Ford's Fiesta Movement Social Media Campaign.

1. 2011 Ford Fiesta Social Media Marketing Campaign Fiesta Movement, Chapter 1 May – November 2009 Dam Le Social Media Marketing & Management Schulich School of Business, York University

2. 2 http://www.netcarshow.com/ford/2011-fiesta/

3. 100 people receive a Ford Fiesta Socially-vibrant ‘Agents’ digitally capture experiences and share through social media sites Agents are to complete monthly missions Ford is aiming at the Millennial cohort Each agent to create a social media conversation Deliver message through a broad spectrum of media 3 http://media.ford.com/article_display.cfm?article_id=29911

4. 4 http://www.facebook.com/fordfiesta

5. 5 http://www.flickr.com/photos/fiestamovement

6. 6 http://chapter1.fiestamovement.com/

7. 7 http://twitter.com/fordfiesta

8. 8 http://www.youtube.com/user/FiestaMovement

9. Social Media Campaign Over 1.0 million miles driven 3.0+ million twitter impressions 37% awareness of the Ford Fiesta 117 million consumer engagements 50,000 interested potential customers 60% vehicle recognition in Ford’s survey 11 million social networking impressions Golden Effie for the Ford Fiesta Campaign http://www.businessweek.com/managing/content/jan2010/ca2010018_445530.htm http://mashable.com/2009/10/02/fiesta-movement-numbers/ 9

10. What’s next? Spend 25% of marketing budget on digital and social media Launch a campaign using traditional media Adapt SM campaign for new Ford Explorer Take the digital and social media campaign for Ford vehicles global Monitor frequency of mentions in social media Fiesta Movement 2 begins December 2009 10 http://www.businessweek.com/autos/autobeat/archives/2009/10/ford_spending_25_of_marketing_on_digital_and_social_media.html

11. 11 Brittani Taylor – AGENT 21 Socially networked Millennial Actress, artist, and cupcake fanatic Enjoys long walks on the beach, and sunsets Lives in Los Angeles, California, USA http://chapter1.fiestamovement.com/agents/21

12. Ford Fiesta vs. Lamborghini Gallardo YouTube Video Link 12