The Ford Fiesta Movement’s Source of Success

The Ford Fiesta Movement’s Source of Success

Viral marketing is a strategy by which a marketer creates a campaign focused around the goal of causing viewers of that promotion to spontaneously spread it by sending it to friends. Viral marketing could determined as a digitalized version of Word-of-Mouth. Relative to traditional advertising, this marketing technique was significantly cheaper and created equivalent brand awareness and interest.

        The Ford Fiesta Movement presented a creative and effective way of utilizing social networking and viral marketing to create interest and demand for a product in a cost effective manner. Message that is being delivered through FFM is powerful. One of the most important parts of the campaign happened before it even officially began. Before the ambassadors were even selected, hundreds of applicants created various YouTube audition/submission videos to try to qualify to participate in the contest. This brought in hundreds of thousands of views even before the contest began. Each of these YouTubers shared their entries with their own communities, who responded with enthusiasm in the form of views, comments, tweets, and other social sharing.

        Contributing to the success of the campaign was the fact that the target market for the car included individuals that actively using social networking. The target market for the Ford Fiesta was primarily “millennials,” young consumers in the 14-29 age bracket. This age group is among the most technologically savvy, the most involved in social networking, and the least likely to consume traditional media. This age group has become accustomed to user generated content and controls the marketing messages they are exposed to. Viral marketing works best for this age group and the FFM allowed Ford to convey the message that the car was fun and stylish by allowing consumers to take control of the brand and the message. Consumers were actively engaged in thinking and communicating with the product. For these reasons, the Ford Fiesta Movement can be considered a success.