Blog Post

The Early Verdict? Ford’s Fiesta Movement Is Money Well-Spent

imageWhen Ford gave 100 social media-savvy people a free Fiesta and told them to document their experiences on Twitter, Facebook and YouTube for the next six months, the company had to know that there would be some interesting (and possibly unfavorable) situations that would come up.

The good: In terms of exposure, the Fiesta Movement YouTube channel garnered over 9,000 views, with some individual clips getting well over 150,000 views each. Altogether, the company said the drivers created over 4.6 million worth of impressions (across YouTube, in their blogs and tweets) for the brand. Meanwhile, driver Natalie Neff got into a major accident — though she lived to rave about how the car’s construction had actually saved her life. And Jody Gnant got pulled over by the cops one day — just so they could check out her new ride (pictured).

The not-so-good: Jake Bronstein got his car impounded — but that wasn’t the worst part. It seems that the car’s GPS wasn’t working properly — leading some, like Gawker blog Jalopnik, to question just how reliable the Fiesta’s anti-theft tracking really is. Then, driver Joe Penna tweeted about how he had to re-edit a video he planned to post because “Ford didn’t like it.” Still, the majority of the tweets and blog posts came with a positive spin. Compete stats also show that a high volume of people are searching for info about the “fiesta movement,” with those keywords driving millions of unique visits to sites like the campaign’s YouTube channel and Facebook page.

After the jump, catch a clip of one “team” of drivers who turn one of the Fiesta Movement challenges into a quest to see whether Bigfoot really exists.

Photo Credit: jodyg