By: Stephanie Holsinger

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Presentation transcript:

By: Stephanie Holsinger Fiestagram Case Study By: Stephanie Holsinger

Description Ford Motors introduced a photo contest in October 2011 on their Ford Fiesta global Facebook page The contest would be used to help market the 2012 Ford Fiesta—specifically its new technological, innovative features Participants would submit photos via Instagram, a popular mobile photo-sharing application

Description Contest would be limited to Europe to help promote the vehicle in that region Each week, a new hashtag was introduced on the Facebook page– each representing a feature of the Fiesta: #hidden #shapes #music #starting #entry #listening

Description Participants submitted creative photos that represented the hashtags Used the hashtag specific to that week along with the hashtag #Fiestagram Photos would then be judged by a diverse, professional panel and participants could win prizes Ultimate prize = 2012 Ford Fiesta

Video http://www.youtube.com/watch?v=s6JI80agHUM

Outcome Over 16,000 photos were submitted Ford gained over 120,000 new Facebook Fans Mashable identified five characteristics that made the campaign a success: Simplicity Influencer Outreach A Nurturing Community Transparency Momentum

References http://mashable.com/2012/02/02/ford-fiesta-instagram/ http://www.digitalbuzzblog.com/ford-fiesta-the-fiestagram-campaign/ http://thebluehive.com/eu/work/ford-fiesta-effortless-technology/#social-media