Innovative Marketing - FORD

Just came across this article involving a very risky yet pretty interesting marketing strategy by Ford. To quote the article, it "tests the limits of social media branding".

To promote the new Fiesta, Ford will hand over new cars to 100 youngsters from various social & economical strata and they will document their experiences through various social media. Ford has taken a HUGE risk here since they will have no control over what the recipients post (for 6 months). Social media being soaked in so much and so fast, one of the biggest brands in the world faces a danger of becoming a social pariah. Moreover, the Fiesta as a model is well-accepted and well-entrenched in people's minds.

For 6 months, having no control over what consumers write about you and that being your only contact with your audience - is it stupidity? No, I don't think so. With GM facing inevitable bankruptcy, Toyota making its 1st quarterly loss in years and Ford itself in danger of becoming irrelevant in its own bastion, the US, this experiment could provide a fresh lease of life and build a connect with the youth. With people, who do not even consider the car or the brand. And, no car company is a clear favourite among the twenty-something-just-started-working population. PLUS, you build the brand globally. Social media knows no geographical scope and is the cheapest and most endearing form of communication. The step by Ford is extending to digital marketing by making the consumers the advertisers. Creatives, choice of media vehicle - everything is now upto the consumer... Empowerment at the greatest.

Seeding, as you can call this phenomenon, has been around for a while. Gadget companies do it with bloggers, FMCG companies or service providers have done it with opinion leaders in the past. And these days, it is these tech-savvy no-nonsense demographic that is the clear opinion leader, and globally influencing too.

The flip-side though is when the car itself is not that great. As the article points out, Chevy has suffered in the past. But I do not think Ford would have embarked on this journey if it wasn't sure of a winner. I also feel the responsibility given to the consumer will make sure no frivolity seeps into the whole idea.

So get ready to see videos, pictures, blogs, tweets and status updates about the new Ford Fiesta soon. It sure is a bold step and will open up newer frontiers and avenues. Kudos to Ford!