Social media spotlight: Ford seeks savvy social ‘agents’ to pioneer Fiesta movement
A stalwart of the compact car community, the trusty Ford Fiesta has seen many incarnations in its lifetime, and has been relaunched again for 2014, shinier, nippier and fuller of gadgets than ever before.
To coincide with the launch, and to help spread word of the Fiesta ‘movement’, Ford is running a campaign to find 100 social savvy ‘agents’ to “convey the unique personality and attributes of the new 2014 Ford Fiesta in an entirely different way”.
This will involve giving winners a free Fiesta for six months, in exchange for them extolling the virtues of the vehicle across a variety of social platforms. To apply, would-be agents need to make and upload a video telling Ford why they should be picked. “Get creative. Surprise us,” says the upload page. The upload page which is behind a registration wall, it must be noted.
Granted, there is more incentive for users to bother spending five minutes completing this form than there would be for other sites, but considering the campaign is designed to grab the attention of a dwindling market, Ford may see more take-up had the campaign been integrated into Facebook (as this research would suggest).
This would certainly add a more social component to the campaign. Instead, users must find the microsite, upload the video and then answer a raft of questions in order to be considered as an agent. More social integration from the outset would certainly make sense since Ford will be relying on the medium for its pay-back later down the campaign road.
Nonetheless, the campaign presents a good opportunity for wannabe influencers to strut their stuff (let’s be honest, a free car for six months isn’t an earth-shattering prize in itself). And despite the delivery flaws, the microsite presents an intuitive and straightforward way to enter the competition, which is more that can be said for many contests run through Facebook. Ford just needs to make sure the campaign is reaching the right people.