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

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.

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.