According to the BusinessWeek article, “How Ford Got Social Marketing Right,” Ford’s Fiesta Movement was a marketing tactic in which Ford gave Fiesta cars to 100 consumers and asked them to drive anywhere they wanted and document their adventures for six months via social media sites such as YouTube, Facebook, Flickr and Twitter. All expenses were paid by Ford. Their goal was to attract a younger demographic to increase their hurt revenues last year. This was an edgy move that could have had very negative feedback or consequences. They are finally done with the experiment and Ford is seeing some very positive customers who have been looking forward to the product’s arrival in the US, which has just happened this month.
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