Ford Launches Second Chapter of The Fiesta Project; Eight New Webisodes Hit YouTube for Ford Fiesta's 2011 Social Media Campaign
LOS ANGELES, July 22 /PRNewswire/ -- Ford has launched the second chapter of The Fiesta Project, a set of eight nontraditional YouTube videos starring former Fiesta Movement agents and online celebs such as off-beat YouTube star Craig Benzine, known online as WheezyWaiter with over 100,000 subscribers.
These new videos, including Craig's 'Fiesta Is Full of Features. WheezyWaiter Is Just Full of It,' follow an impressive first phase of the campaign that launched in May and brought in over 1,000,000 views across YouTube and Fordvehicles.com, and 5,000 online conversations on Facebook, Twitter, and YouTube. The Fiesta Project's success goes beyond the numbers to reveal that the general opinion and consideration of Ford is a positive one in the online space.
"The Fiesta Project webisodes allowed us to use real people to share their experiences with the Fiesta in a very authentic way," said Jonathan Beebe, Ford Digital Communications Manager. "The response to the Fiesta indicates that we're making a real connection between the product features and their real-world lives," Beebe continues.
"We know we have to get creative if we want to reach and engage our target audience online. That's why we're working with online celebs like Craig to help deliver the Fiesta brand message, and that means using laser eyes, auto-tune robots and, of course, clones," said Colin Padden, VP, Digital Account Director at Team Detroit, Ford's advertising agency.
Through the automaker's micro-targeting approach, The Fiesta Project is able to reach niche online communities with a custom message. For example, one of the videos in the series, titled 'Zombie Survival Guide: Starting Your Car,' illustrates the benefits of keyless entry and pushbutton start to a younger audience that may not have experience with such luxury features. One of the targeted placements for the video on a zombie-themed Facebook page with over 13,000 fans generated 42 "likes" and 15 user comments such as "I own a Fiesta... I'll survive!"
"Ads are much more interesting when they speak to specific people and communities," said Josh Warner of Feed Company, the video seeding partner working on The Fiesta Project. "They feel more understood so they're more likely to share and talk about what they've just seen."
About Ford Motor Company
Ford Motor Company (NYSE: F), a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 176,000 employees and about 80 plants worldwide, the company's automotive brands include Ford, Lincoln, Mercury and, until its sale, Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.
About Team Detroit
Team Detroit, headquartered in Dearborn, Mich., brings together five of WPP's largest marketing and communications agencies in one central location to provide its clients access to best practices and talent for all necessary marketing and communications services. Team Detroit is the 21st century equivalent of the full-service agency, acting as a portal to provide a single point of contact and accountability.
Team Detroit's client roster includes Bell Helicopter, Bosch, Compuware, Detroit Symphony Orchestra, Ford Motor Company, Oakwood Healthcare Systems, Scotts Miracle-Gro, Shell and Warrior Sports. For more information, visit www.teamdetroit.com.
About Feed Company
Feed Company is a Los Angeles-based video seeding company that employs innovative marketing tactics to get branded videos exposed to popular blogs, video sites, and social networks. The company has seeded over 125 branded videos for top-tier marketers and ad agencies such as BBDO, Goodby, Silverstein & Partners, and Team Detroit. For more information, contact 323-469-3052 or visit www.feedcompany.com.
SOURCE Feed Company