Viral Marketing - The Wave of the Future March 30, 2009
Viral Marketing 101 - The Ford Fiesta
Have you heard of the Ford Fiesta? Chances are, probably not. You won’t see advertisements for the subcompact, fuel-efficient Fiesta on TV or in the newspaper, and you won’t hear about it on the radio. In lieu of traditional advertising methods, Ford will market its “Gotta Have It” Car of 2010 by Web only - through YouTube, blogs, and Social Networking sites. They’re choosing 100 drivers to join the “Fiesta Movement,” where Ford will give participants a chance to drive and promote the Fiesta for six months. And don’t worry, gas and insurance is on them.
“As a driver, you’ll receive monthly secret assignments from Ford Mission Control that will take you to places you’ve never been, to meet people you’ve never met, and to experiences you’ll never forget. And you’ll bring your friends and followers along for the ride.”
Viral Marketing and the Emergence of “Cool”
All of the Fiesta Movement assignments will be recorded, reported, and posted on the Internet for our information-overloaded brains to devour. And by only selecting 100 drivers, Ford is cleverly branding the new Fiesta as a cool, seemingly untouchable automobile.
Serious Word-of-Mouth
Through viral marketing and advertising, Ford is reaching out to a younger generation of Facebookers and YouTubers known as “Millennials.” These consumers are hungry to learn and spread “what’s new.” By 2010, they’ll make up more than 25% of the driving age population, making them a significant target for Ford advertisers. And since these up-and-coming consumers have yet to establish brand loyalty, Ford is attempting to capitalize on a number of selling-points that the unconnected Millennials do have allegiance to:
1. Technology and Social Networking;
2. Fuel efficient, “Green” transportation;
3. Being cool, and spreading the word of “what’s cool” to all of their friends.
I’m Sold.
Following a very successful stint in Europe, the Fiesta will become available in North America in early 2010. Until then, you’ll no doubt be able to see and hear all about the Fiesta on the Web.
To read more about how viral marketing can help your business, click here.
