Ford announced it is seeding 100 German-built Fiestas with hand-selected Millennial ‘agents’. In exchange for this largesse, the agents will be expected to Twitter, Facebook, Blog and Flickr their experience to their friends. According to the press release, the cars are rolling off the line today. Starting this spring, the agents will perform monthly ‘missions’ and report on them to their friends and to Ford for six months via social media.
Ford is the only one of the big three U.S. car-makers who is not looking to the government for bail out loans, which appears to be a good business decision. According to today’s Wall Street Journal (Ford Benefits as GM Chrysler Tumble), they are also the only U.S. car-maker who has grown share in the past four months.
The car is designed to appeal to younger, Ecologically Conscious and Economically Challenged drivers. The giveaway effort is intended to both build buzz as well as provide Ford with feedback prior to the official launch. Ford claims to have already received 1500 applications on its www.fiestamovement.com web site. The application asks applicants to submit a two to five minute video explaining why they want the opportunity to become part of the Fiesta Movement. Applications will be accepted through March 13, 2009.
We’re looking for an elite crop of drivers to take the wheel: people with a strong presence on the web, an ability to craft a compelling story through video, and a hunger for adventure. 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. We’ll hand you the keys to your own Fiesta for a six month period, and we’ll even handle the gas and insurance for you, too.
Is this move into ‘social media marketing’ a smart move? A lot depends on execution, but the strategy seems sound. There are no guarantees that Ford will pick the right Millennials, that the missions will be of interest to other Millennials, and that they will even like the car. But, assuming $10,000 per car (a guess) the effort probably costs about what it would cost to make a commercial — in other words, a pretty good deal and worth the risk.
