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Product cover image for Ford Fiesta Movement: Using Social Media and Viral Marketing to Launch Ford's Global Car in the United States

Ford Fiesta Movement: Using Social Media and Viral Marketing to Launch Ford's Global Car in the United States

Stephen, Andrew T.

Product #:IN-S231
Supplier:INSEAD
Discipline:Marketing
Setting:United States
Details:Case (PDF) • 11 pages • 2010-01-25 (Rev: 2017-05-29)

Subjects:

MarketingSocial media

Geography:

United StatesNorth America
Your Price:$9.71

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The Ford Fiesta Movement was a social media campaign run by Ford in the U.S. during 2009 to generate buzz for the upcoming launch of the 2011 Fiesta sub-compact car. This case examines the campaign's performance and asks what marketers should do thereafter to convert interested consumers into buyers.

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Case Study: Ford Fiesta Movement: Using Social Media and Viral Marketing to Launch Ford's Global Car in the United States (English version) | Ivey Publishing