Today, I want to talk about how Ford innovatively uses video postings from hundreds of the consumers and makes them into a popular Vlogging of Fiesta.
First, Ford utilizes video as the format of its message communicating to the outside world. Unlike those text blogs, Video extends the power of the blogosphere for organizations and visual impact of the message being promoted. Also, video can help generate additional web traffic and interest for Ford, compared with traditional print ads, PR advertorials, website banners and text links.
Second, abandons the traditional one-way media promotion, Ford chooses social media as its powerful social networking generator. It selects 100 “agents” to participate in Fiesta Movement, who are social media experts with huge following in a wide variety of social media sites. The networks are including thousands of MySpace fans, YouTube subscribers, Facebook friends and followers on Twitter. Their firsthand Fiesta experiences of these agents can reach out the public and makes the audience number increasing in geometric progression.
Third, the smartest tactic is that Fiesta Movement hosts the YouTube Channel, and special website to promote those Fiesta experience video posts from agents. All these sites are with the same interface design, color and graphic tone and manner. Although different agents may come out with different videos presenting various lifestyles, such method integrated those isolated, individual attitudes, beliefs, hobbies, lifestyles into one message: Fiesta is social, energetic and popular, and it suits for all kinds of young spirits. I see this video channel as a Fiesta Vlogging rather than video post contest, there is not a single Vlogger who produces all the video contents, but everybody is the producer of the video contents; there is not a single style that represents Fiesta, but everybody is representative of Fiesta. However, when we sum up all these isolated ones, we get a big one—the Fiesta, a Vlogger who understands everybody’s needs, echoes everybody’s attitudes, and produces videos suits everybody’s taste and entertains them.
Here comes the equation: 1 + 1 + 1 + 1 + . . . + 1 = 1
6 comments:
I like that Fiesta is being branded as an experience. Some of the most successful campaigns have always been centered around the user's "experience" with the product.
I agree! Think about the latest iPad, apple is selling browsing experience rather than a browsing device.
I think there's a trend for advertisers to utilize new media forms to increasingly personalize commercials. It is interesting to see how Fiesta got the public involved in creating its advertising campaign.
I like fiesta's vlogging site, even plan to buy a fiesta for my own. Compared with text base blogs, vlog contents are more time consuming and with technique requirement. It is hard for an individual to host a vlogging site with such huge variety of videos. There should be some third party play the role gathering those individual videos and maximize their exposure.
Yes,
Although for a corporate they are not the problems, technique and resources are still impeding the individual Vlog development. But I think under current technology level, the mix use of blog and vlog maybe a good way for blogger and vloggers to present more attractive, entertaining, and impactful content to the public.
I agree. Fiesta experience is a very effective way of marketing for Ford products. Thanks for sharing that!
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