Ford

Problem

Ford was trying to find an effective way to build buzz prior to introducing its European Fiesta microcar into the U.S. market in early 2010. Normally, to pre-launch a new car, they would use a TV ad blitz and in-house promotions at the dealer level.

But Ford felt they needed to try something new – they just didn't feel the old ways of traditional media were working as well anymore. So they said no to TV, and yes to social media.

Social Media Solution

To build awareness for the introduction of the Fiesta into the American market, Ford tapped 100 top bloggers and gave them a Fiesta for six months. The only requirements were they had to do a YouTube video once a month about the Fiesta, and when appropriate – with full disclosure – blog about their experience with the car – no holds barred.

Success

It is still early to fully evaluate the program, but based on the pre-launch buzz, it is anticipated that the program will be a big success. Plus, with savings of an estimated $50 million by not buying TV, it is probably safe to say this program will also be a big financial success.