Chapter 14: Launching a product. How Ford uses social media to launch new cars

The Fiesta Movement

Here’s a video example of how Ford used brand journalism to launch the Ford Fiesta in North America in 2011:

And here’s how Ford uses its own reporter to cover the Fiesta’s car-show unveiling, with reference to the importance of the Fiesta Movement brand journalism initiative:

You’ll find video on brand journalism initiatives with more recent Ford models here http://www.youtube.com/user/Ford/

Links

These links take you to the source material for this chapter in the book version of Brand Journalism. They are here to make it as easy as possible for readers of the print edition to refer to sources and further reading and research material. All links were active when the book was researched and published. If you find a boken link, please let me know at andy@andybull.co.uk.

1 Eddie Reeves of Reeves Strategy Group, on ford’s social media strategy http://www.smmmagazine.com/magazine/issue03/smm-strategies.html

2 The American Association of Advertising Agencies, on Ford’s strategy

http://www.jaychiatawards.com/gallery2010/gallery_bronze_fiesta.html

3 Ford on its Fiesta Movement strategy

http://www.jaychiatawards.com/documents/gallery2010/FiestaMovement.pdf

4 Ford on the challenge it faced

http://www.jaychiatawards.com/documents/gallery2010/FiestaMovement.pdf

5 Scott Monty, Ford’s global head of social media, in the Fiesta Movement http://www.scottmonty.com/2009/12/fords-got-reason-to-fiesta.html

6 Ford’s influencer algorithm http://www.jaychiatawards.com/documents/gallery2010/FiestaMovement.pdf

7 Harvard Business Review on Ford’s strategy

http://blogs.hbr.org/cs/2010/01/ford_recently_wrapped_the_firs.html

8 Harvard Business Review interview wth Bud Caddell of Undercurrent http://blogs.hbr.org/cs/2010/01/ford_recently_wrapped_the_firs.html

9 Scott Monty of Ford on the success of the Ford Fiesta Movement strategy http://www.scottmonty.com/2009/12/fords-got-reason-to-fiesta.html

10 Ford on what the strategy achieved http://www.jaychiatawards.com/documents/gallery2010/FiestaMovement.pdf

11 Forbes reports that sales of the car had slumped

http://www.forbes.com/sites/dalebuss/2012/05/02/fiesta-sales-slump-suggests-the-end-of-the-movement/2/

12 Scott Monty, quoted in Forbes

http://www.forbes.com/sites/dalebuss/2012/05/02/fiesta-sales-slump-suggests-the-end-of-the-movement/2/