A Case Study in Product Launch
Posted by on 11/19 at 05:48 PM
Ford is about to launch their new Fiesta, a new "global car" they’re introducing to the US market. The "Fiesta Movement" campaign is truly worth taking a look at.
Social media. In-person events. Advertising. Product sampling. Live and media-driven testimonials. Microsite. Viral. PR. Polling. Interactive. Email campaigns. You name it. There’s not a marketing tactic that’s not well treated or powerfully harnessed for this campaign. Ford, I. Am. Impressed.
When I sat down to write this blog, 2 things drew me to it as a topic I wanted to share with you – 1) it’s a truly integrated campaign, and 2) it’s a terrific example of a product launch. But, as I came to further researching it, what became even more impressive to me was the way in which Ford is strategically targeting a younger audience with this product and the campaign to launch it. Their goal of course, is to create life-long brand relationships and drive brand loyalty. Not only is the product a perfect response to market need, Ford is speaking to the youth audience in ways that reach them “where they already are” and involve them from moment go. The messaging is succinct and the campaign elements are ideal. 2-way conversations and genuine Web 2.0 functionality throughout the whole “Fiesta Movement” – and even the title of the launch speaks directly to their audience. I also love the heavy use of video, since both the 18-24s and the 25-34s have video content as their top use for social now.
Check out their microsite for a glimpse into this great product launch: http://www.fiestamovement.com/
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