Ford launched a 6-month social media experiment called the Fiesta Movement to promote its new Fiesta car to younger demographics. It selected 100 social media influencers called "Agents" to drive and share their experiences with the Fiesta through blogs, videos, photos and tweets in order to generate organic social media buzz. While initial findings showed increased brand awareness and website traffic above benchmarks, the full impact on sales is still unknown and Ford faced challenges in measuring performance and controlling messaging from the Agents.
2. What Is It? 6-month experiment in promoting a new car to a younger demo through social media using 100 people determined to be key players in social with large followings.
