After a successful marketing campaign called the Fiesta Movement, where Ford reportedly brought in 50,000 potential buyers with the use of sites like YouTube, Twitter and Flickr and with a very minimal marketing budget, Ford is going social again.
Ford has now created the Fusion 41. (41 is the number of miles per gallon the Fusion gets.) The Fusion 41 is a relay race designed to create buzz about the 2010 Ford Fusion and Fusion Hybrid.
The Rules:
- 8 people will be chosen. Ford is basing the selection on “their passion for Fusion and their ability to share compelling information about the vehicle on the internet.”
- Each will be allowed to choose 4 people to help them.
- Each team of five will be given a list of task to do over 41 hours, continuing the 41 theme.
After tasks are complete, the teams must diseminate that information over as many social networks as possible.
The team who completes the events the fastest and gets most noticed on the social media sites is the winner. The payoff: free gas for a year and a paid for Fusion.
Both the Fusion 41 and Fiesta Movement are great examples of the power of social media in the automotive industry.