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Ford Fiesta Movement: Using Social Media and Viral Marketing to Launch Ford's Global Car in the United States

Published 25 Jan 2010
Reference 5664
Topic Marketing
Region North America
popular
Prizes & Awards

2015 Case Centre Best-selling Case in Marketing

2014 Case Centre Best Selling Case in Marketing

2013 Case Centre Best Selling Case in Marketing

Winner of 2013 ecch Awards, Marketing Category

2011 ecch Best Selling Case in Marketing

Summary

The Ford Fiesta Movement was a social media campaign run by Ford in the U.S. during 2009 to generate buzz for the upcoming launch of the 2011 Fiesta sub-compact car. This case examines the campaign's performance and asks what marketers should do thereafter to convert interested consumers into buyers.

Teaching objectives

This case can be used as an introduction to social media and viral marketing as tools for launching new products. Specifically, to (1) discuss appropriateness of different criteria for evaluating campaign performance, and (2) consider what marketers should do after a campaign to leverage the brand awareness generated and convert sales.

Keywords
  • social media
  • viral marketing
  • buzz marketing
  • Ford Motor Company
  • new products
  • twitter
  • facebook
  • word of mouth
  • RD0110
  • AR2010
  • AR0910