1. By: Stephanie Holsinger
Fiestagram Case Study
By: Stephanie Holsinger

2. 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

3. 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

4. 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

5. Video

6. 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

7. References http://mashable.com/2012/02/02/ford-fiesta-instagram/