It’s nice to see the theory of Social Movement Marketing get some national exposure…too bad it had to come from the Ford Motor Co. Though Ford (and GM for that matter) have consistently botched their attempts to sell cars that American youths relate to, Ford has nailed it this time…at least from a marketing standpoint.
To market their new Fiesta model, a sub-compact for urban youths, Ford is running a campaign called the Ford Fiesta Movement. Sound familiar? Rather than spending $30 million dollars cramming TV spots into NFL games, which they usually do, Ford recruited 100 “agents” to spend 6 months with the car and to use social media to tell EVERYONE about it.
These Fiesta agents get a free car, free insurance, free gas, and national exposure for 6 months. Each of the 100 agents embodies what the Fiesta brand wants to be: Young, urban, artsy, funky, curious, active, and most importantly, savvy in social media. In return for living the Fiesta life for half a year, these agents are charged with essentially tweeting this car into pop-culture lore.
The Fiesta movement’s website aggregates all of the agents’ tweets, pics, flics, vids, blogs, nings, and any other contemporary monosyllabic networking tool into one, well organized place where you can learn everything you need to know about the Ford Fiesta culture.
Perhaps most surprising is that Ford was able to resist making the campaign egregiously self-serving. Understanding that product information doesn’t start social movements, Ford gave the agents specific missions to accomplish (with their Fiesta at their side) that focus on community service, activism, and culture. They’re using these 100 agents to be the poster children for an aspirational urban identity, of which the Fiesta is a small but necessary part.
This is, of course, fundamentally how social movements work. They define a vivid collective identity (active, multi cultural, urban youths), empower charismatic leaders (the agents), and spread influence through stories (missions) and word-of-mouth (social media).
Traditionally, social movements have relied on word-of-mouth because buying TV spots was far too expensive. Now, thanks to social media, word-of-mouth has become what TV used to be: the most influential means of communication, and marketers are looking to own that too.
Consumer brands may put together impressive campaigns like the Fiesta movement, but they can’t own it – nonprofits have an equal opportunity to push influence in social media. A nonprofit could easily find young activists (start with your volunteers) to be agents for a cause. For example, put 50 young, multi-ethnic, urbanites on the street with a cheap video camera, have them film discriminations they come across in daily life, put it in an online documentary, promote it on Twitter, and you’ll get more national attention than 6-months worth of highway billboards would get you.
For help with your social media strategy call BRANDEMiX.