Ford is getting really creative in their marketing strategy!
Later this month, Ford will hand over the branding and promotion duties for the Fiesta to 100 twenty-somethings who have no advertising experience. This is a risky move since in 2006, Chevy let YouTubers make commercials for the 2007 Tahoe, and instead of getting clips that showed off the SUV’s features, most of the entries focused on how bad the truck was for the environment.
The recipients will be a diverse group from indie filmmakers, to single moms, to aspiring dancers, and even avid gamers, and they’ll document their experiences with the car through YouTube vignettes, blog posts and other social media updates for six months. Ford will have no control over what the testers post about the car which is risky because the car won't be hitting US dealerships for almost a year.
Ford felt they had to take a risk marketing to younger tech-savvy demographic because they felt that traditional marketing just wouldn't do it.
Another creative approach they have taken is with HouseParty.com. Ford is looking for people like you to host a Ford American Idol House Party. If you're selected as a host, you could have a 2010 Ford Fusion at your party for you and your guests to experience first hand the winner of America's most fuel-efficient mid size sedan . Also, one lucky host will be chosen to drive off with a new Ford Fusion and will fly to Los Angeles to experience the new American Idol finale!
photo: houseparty.com
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