More on the Ford Fiesta...It's a Movement!

I just saw my first Ford Fiesta TV commercial, and it is way over the top. But very good for its target audience now watching American Idol. The guy pushes a button to start the Fiesta, then all these dancers start coming to life...and all these abstract scenes start coming together. The Ford Fiesta gets 40 mpg and you can do a hands free sync! This is great example of the tying of Internet marketing media and the traditional TV commercial marketing. Roberts mentions on page 156, " The best brand building on the Internet will fuse the attention-getting power of the Web's interactive environment with the targeted relationship techniques of information-driven direct marketing. It will be tightly integrated with offline (traditional) brand development activities."  So it all started with a Social Media advertising campaign, and is now being followed up with TV commercials. Also today...ironic, I know, I was at a Ford dealership getting some work done on my Ford Escape. Naturally I had to ask about the Ford Fiesta.  One of the sales guys gave me peek at the sales reps guide sent out by Ford corporate marketers. It had all the hot points to mention for the Fiesta. It has a lot of great features and the actual functionality seems great.

With this huge media blitz going on, I thought I would Google: Ford Fiesta...and Ford Fiesta Movement came up....and I selected it.

Ford has put together a Fiesta Movement Web site. They are having a contest....more media blitzing! 16 Cites, 20 Teams, 1 Movement. Here's some info directly from the Web site on the contest: "The Ford Fiesta is coming stateside this summer. Until then, our 20 teams of agents are handing over the keys to their cities, working with the best local talent to re-imagine the way Fiesta gets advertised. Support a nearby team as they compete against the rest of the country. Winners get their own 2011 Ford Fiesta (and all the glory)."

I haven't noticed much in print yet for the Ford Fiesta but I am sure it is out there! I will now keep my eye open for advertisements in magazines.

I must be too old and addicted to my SUV....I still wouldn't buy a Ford Fiesta. But I don't really think that I am part of their target market. Overall the Marketing Campaign that Ford has put together is phenomenal mixing the old media, with the new media....social hype and all! I would definitely call the campaign successful if nothing else but building the Ford brand.

If anyone sees anything else out there online or other, please let me know!