Part 2 of 3 of my analysis of Ford's Fiesta Social Media marketing campaign.
In my previous post, I not-so-politely documented my frustration with the Fiesta Movement social media campaign. I had a lot of questions sent my way in the past couple of days, both on and offline, and I think I need to clarify my position on the Fiesta Movement.
I do not hate the campaign; in fact, I think it was thoughtfully conceived – to a degree. The launch was effective; successfully harnessing the power of YouTube. The target market was intelligently selected, pegging 100 highly socially connected individuals who, most likely, act as influencers in the respective social circles. The buzz culminated into an orgy of tweets as social media fan boys/girls caught wind of it. However, I don't see how the hype can be sustained as the campaign heads into its maturity stage (if we're talking in terms of its product lifecycle).
I see the campaign like Fox's 24. We've watched the first 16 hours of Jack Bauer kicking ass and taking names, and right as we are heading into the most important and exciting final 6 hours, the camera cuts to 6 solid hours of watching Jack Bauer sleep (but it's shot in night vision, so it's "edgy"). Having these 100 Agents blog and tweet about their experiences driving the Fiesta just isn't going to peak consumer interest.
This is a problem that is not unique to Ford's Fiesta Movement –it's an epidemic associated with many social media campaigns. Well conceived social media marketing campaigns typically start out hotter than the contestants of the Miss USA pageant, and then die faster than Chris Brown's career. Few have successfully found a way to become sustainable over the life of the campaign and maintain the high performance rather than peaking too soon (that's what she said).
Now that I've talked about what's wrong with the campaign, I want to talk about what could make it better and subsequently, make it more sustainable.
- Social Bookmarking and Wikis: The Three Musketeers of social media are Communication (blogs, microblogs, and social networking), Collaboration (Wikis and social bookmarking), and Multimedia (Flickr, YouTube, etc.). The Fiesta movement managed to hit up two of these three, however it neglected such behemoths as Digg, Reddit, and StumbleUpon. Being able utilize social bookmarking website can help draw crazy, crazy traffic. And yes, the argument would hold that a popular article on Digg may only drive traffic for a few days. However, if you can consistently post interesting, exciting, or humorous articles on these websites, you have consistent traffic that also makes its way into the blogosphere and twitersphere.
- Mockumentaries – The Fiesta Movement needs to find a way to spice up the daily postings of its 100 Agents. So rather than writing about their daily experiences with the car, why not have them make mockumentaries poking fun at how much their morning commutes suck. Have the 100 Agents film daily vlogs documenting the horrors of their commutes, finding quirky ways to incorporate the Fiesta into the mix and have viewers vote on which are the funniest/most tragic and the person that gets the most votes gets to keep their car. This could potentially drive traffic from all three of the major social media avenues.
- Hire real influencers – Yes, the 100 Agents Ford handpicked all have substantial pull. But they should also consider getting the car into the hands of people that have A-List social media cred – think Andy Samberg and his mega hit crew Lonely Island. Or vlog all stars on YouTube like Michael Buckley and his What the Buck Show, or Philip DeFranco and his channel Sxephil. These two vloggers alone average 300,000+ viewers/post. Not only that, but they are channels that are hugely popular with Gen Y. Get these guys and others on board, and watch the buzz take off!
What suggestions/ideas do you have for the Fiesta Movement to help it sustain a healthy marketing buzz?
--Now Let Me Clear My Throat--