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    Ford Fiesta Movement: Using Social Media and Viral Marketing to Launch Ford's Global Car in the United States (Portuguese)

    Andrew T., Stephen

    • Reference: INSEAD-5664PT-PP

    • Year: 2009-2010

    • Number of pages: 13

    • Publication Date: Jun 1, 2017

    • Source: INSEAD (France)

    • Type of Document: Case

    • Industry Setting: Motor Vehicles and Passenger Car Bodies

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    Description

    The Ford Fiesta Movement was a social media campaign run by Ford in the U.S. during 2009 to generate buzz for the upcoming launch of the 2011 Fiesta sub-compact car. This case examines the campaign's performance and asks what marketers should do thereafter to convert interested consumers into buyers.

    Keywords

    Buzz marketing Facebook Ford Motor Company New Products Social media Twitter Viral marketing Word of mouth