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Fiestagram Case Study

Fiestagram Case Study. By: Stephanie Holsinger. Description. Ford Motors introduced a photo contest in October 2011 on their Ford Fiesta global Facebook page The contest would be used to help market the 2012 Ford Fiesta—specifically its new technological, innovative features

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Fiestagram Case Study

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  1. Fiestagram Case Study By: Stephanie Holsinger

  2. Description • Ford Motors introduced a photo contest in October 2011 on their Ford Fiesta global Facebook page • The contest would be used to help market the 2012 Ford Fiesta—specifically its new technological, innovative features • Participants would submit photos via Instagram, a popular mobile photo-sharing application

  3. Description • Contest would be limited to Europe to help promote the vehicle in that region • Each week, a new hashtag was introduced on the Facebook page– each representing a feature of the Fiesta: • #hidden • #shapes • #music • #starting • #entry • #listening

  4. Description • Participants submitted creative photos that represented the hashtags • Used the hashtag specific to that week along with the hashtag #Fiestagram • Photos would then be judged by a diverse, professional panel and participants could win prizes • Ultimate prize = 2012 Ford Fiesta

  5. Video http://www.youtube.com/watch?v=s6JI80agHUM

  6. Outcome • Over 16,000 photos were submitted • Ford gained over 120,000 new Facebook Fans • Mashable identified five characteristics that made the campaign a success: • Simplicity • Influencer Outreach • A Nurturing Community • Transparency • Momentum

  7. References • http://mashable.com/2012/02/02/ford-fiesta-instagram/ • http://www.digitalbuzzblog.com/ford-fiesta-the-fiestagram-campaign/ • http://thebluehive.com/eu/work/ford-fiesta-effortless-technology/#social-media

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