Ford Bets On Social Media For Fiesta 186
Ford is gambling on the power of social media for the new marketing campaign surrounding the Ford Fiesta subcompact. The auto giant handed over 100 new Fiestas to "agents" selected from 4,000 applicants and created YouTube, Flickr, Facebook, and Twitter accounts for them to relay their experiences. "Ford is taking a hands-off approach and telling participants not to hold back their opinions, bolstering the campaign's credibility. 'We've told them to be completely honest — that's the only way it's going to work,' Monty told us. 'We won't tell them what to say, nor will we censor or edit any of their content.' So far, it's working in Ford's favor. The tweets on the FordFiesta Twitter page are generally favorable, if a bit dry, as are the posts over at The Fiesta Movement Facebook page. None of the 80 pictures on the Fiesta Movement Flickr page show broken down cars. There are a few hundred videos on the FiestaMovement YouTube account if anyone's got a few hours to kill."
The special hundred (Score:3, Insightful)
handed over 100 new Fiestas to "agents"
Perhaps 100 which received special care and attention, manufactured to higher tolerances than those of the actual production run.
The marketing may be honest, but that dosen't mean that there isn't B.S. there.
Re:The special hundred (Score:5, Insightful)
And if there are real reasons to be sceptical, such as those as you suggest, then it'll all come out in the wash.
To me though, it just seems like one of those rare instances of a large company respecting its customer base and bravely embracing the internet - good things IMHO.
Getting large companies to get in touch with its customers like this can be really tough.. but when you think about it, and all the wasted natural resources from making crappy products.. initiatives like this should be encouraged.
Re: (Score:3, Insightful)
And if there are real reasons to be sceptical, such as those as you suggest, then it'll all come out in the wash.
Assuming it can be summed up in 140 words. And also that anyone will care in the first place.
Re: (Score:2)
"It stinks!"
"It's great!"
Yeah, I don't think 140 characters is an issue.
Plus they also have youtube and facebook; which I believe allow for more then 140 characters.
Re: (Score:2)
Re: (Score:3, Insightful)
And if there are real reasons to be sceptical, such as those as you suggest, then it'll all come out in the wash.
Of course there are real reasons to be skeptical. If they wanted to get honest opinion they would have asked 100 people who *purchased* a Fiesta to blog/twitter/youtube about their experience with the vehicle.
People are a lot more likely to give you their honest opinion about a car that they're paying for than one that was given to them as part of a promotion.
Re:The special hundred (Score:4, Insightful)
Of course there are real reasons to be skeptical. If they wanted to get honest opinion they would have asked 100 people who *purchased* a Fiesta to blog/twitter/youtube about their experience with the vehicle.
From the article: "Ford wants to generate buzz for the Fiesta, which will bring Europe's "small cars can be cool" ethos to America when it arrives next year."
It's illogical to expect a corporation not to act in its own best interests. What is interesting about this promotion however, is a corporation realising that in this age of communication, sometimes its best interests are served by not treating its customer base like idiots. It's not like the whole "free car for 6 months" part is a secret - would you not take that into account while reading a review from such a person?
Why are we so quick to indulge in righteous outrage?
Re:The special hundred (Score:5, Insightful)
Re:The special hundred (Score:5, Informative)
The marketing may be honest, but that dosen't mean that there isn't B.S. there.
This should actually be pretty legit, I wouldn't guess that ford would hold the hands on these as they go through manufacturing. As a matter of fact Ford doesn't really have to do much of anything. The Fiesta [wikipedia.org] should speak for itself and is widely regarded as being a good product. Here is a link for reference [autoblog.com] (I do not work for autoblog.com) This new Fiesta should even (hopefully) arrive on American shores. For once us Americans should have a competitive product compared to our European "friends." As a side note: it is nice to see a car that stays about the same size. It is lighter and stronger than the current Ford Fiesta, with similar dimensions.
Re: (Score:3, Insightful)
Actually, their biggest mistake was getting 100 people and "creating" those social media pages for them.
They should have just selected 100 people that already had popular social networks accounts.
Re: (Score:2)
Re:The special hundred (Score:5, Funny)
Of course this was back in the 80s when miles were much shorter than they are now.
Surely those 32-33 MPG you were getting translate into like, 12-13 in today's miles.
And this means the car died just after 70,000 miles.
This is why we all need to switch to modern, fuel efficient vehicles which get around 30 miles per gallon and often last past 100,000 miles.
Of course, hybrids are the greatest thing ever, and will beat even modern fuel efficient, gas-only vehicles. We're already seeing that the new Prius model will get around 40 MPG when you're carrying nothing but yourself, on a straight stretch at 35 MPH non stop. And this is for just $10k more than a regular car! And the average Prius will probably last for 300,000 miles without having problems outside of normal maintenance, like replacing the thousand dollar battery. 300k is 5 times longer than the average Prius owner will keep their cars on the road before recycling them into eco-cubes and buying the new model!
Now that's progress!
Re: (Score:2)
As a side note: it is nice to see a car that stays about the same size. It is lighter and stronger than the current Ford Fiesta, with similar dimensions.
Yup. I've often marveled at the marketing savvy of the car companies. Each model just gets bigger every year, and eventually a new 'supermini' has to be reintroduced at the bottom of the range.
I remember when a Ford Escort was about the size of a modern Fiesta, and an old Cortina was about the size of a modern Escort, and the Sierra and later the Mondeo were comparable in size to the older generation Granada.
Re: (Score:3, Insightful)
Re: (Score:2)
Well, they're built by Germans, so they all receive extra care and attention. These are German-spec'd vehicles; I don't even know if any type of federalization was done to them; I have to imagine that there's some done, anyway.
Re: (Score:3, Funny)
You know the Germans make good stuff.
SHAMWOW!
Re: (Score:2)
There has never been any problem with the design or build quality of recent cars from Ford of Europe; witness the huge success of the Ford Mondeo, which is generally considered on a par with the BMW 3 series. Ford's problem is their American production lines, and with their insistence on "Americanizing" their brilliant Ero designs before selling them in the USA.
Re: (Score:2)
Furthermore, car buyers in the EU and UK are far more demanding than in the US. The build quality of American cars is *atrocious*. The Cadillac STS is a great example of this - it was (when it was launched) a £40,000 car, but the inside looked like a Currys own-brand hifi, with acres of rattly plastic and naff rubbery padding on things. Coupled with a wheezy 4.6 litre engine that could only put out 325bhp and got through fuel like a burning oilwell, it really wasn't going to work in the UK.
We don't
Re: (Score:2)
Well +1 to their marketing department for proper use of the web, but -1 for naming the car "Fiesta."
Well, according to WP (uncited, salt, blah blah) Henry Ford II had something to do with the choice of the name "Fiesta". Which is pretty impressive for a guy who's been dead for over 20 years- way to go, zombie Henry Ford II! (He wanted to call it the "Ford Braaaainnnzzz", but marketing nixed that on the basis it meant something vaguely rude in Catalan).
Hang on..... no. They've actually been using "Fiesta" for their smallish car range since 1976, 33 years ago.
Half the current marketing team were likely
Twitter... again? (Score:5, Insightful)
Why is Twitter suddenly such a big deal? Yesterday we hear that Oprah is starting to use Twitter, now Ford. But why?
Is Twitter really some kind of revolution, or is everyone jumping on a random bandwagon because they're afraid they'll look behind the times if they don't?
Re:Twitter... again? (Score:5, Insightful)
I remember looking at twitter a few years ago and thinking it was fucking retarded. My opinion hasn't changed.
Re: (Score:2)
Twitter allows you to easily stay informed about those people and groups which interest you. It also requires far less effort from both parties than blogging or following blogs requires. It's not interesting from a technology standpoint. It's an interesting and useful application of rather unremarkable technology.
I'm an IT Security goon, and I find it useful for keeping tabs on the activities of a few notable security researchers. Many others use it for following the antics of celebrities or entertainers. I
Re: (Score:2)
Re: (Score:3, Insightful)
told her to just search twitter to find out
I guess Google was down the other night huh? "Important" news like that would have instantly hit major news sites, blogs, what have you, that get crawled frequently. It would have probably been on Google news too.
Re: (Score:2)
Re: (Score:2)
Re:Twitter... again? (Score:4, Interesting)
Companies bailing from the second life bandwagon have to go somewhere.
Re:Twitter... again? (Score:5, Insightful)
Twitter is a big deal because people use it. Yeah it's that simple.
Like many such things, it's a matter of network effects. There's nothing intrinsically amazing or even unique about Twitter. But some people started using it because it was fun, and it caught on. Now the pervasive reason to use it is to connect with all the people using it: either to follow people/trends you care about, or reach an audience you're interested in (whether that's "friends" or "the world" or "customers"...).
You'll also notice that Ford is not merely using Twitter. They are using Twitter, Flickr, YouTube, Facebook, etc. From their point of view, Twitter is just another channel through which they can reach potential customers. Thus they just add it to the list of newspaper, phone, radio, TV, etc.
"Jumping on the bandwagon" may seem uncool, but when one is trying to connect with others, it's quite logical to join in the most popular communication channels.
Re: (Score:3, Insightful)
That's the thing though; old media is OBSESSED with Twitter. But is anyone else?
Maybe I'm just getting old, but I've never a single person who actually uses it.
Re: (Score:2)
never what a single person?
Twitter is hugely popular.
I use it becasue it has a great delivery of what is happening in the world now. You can not find a faster way to get information no what is happening right now.
Plus the twitter clouds are interesting to follow.
Since /. is a place a lot of people loose their minds, I must post:
This is my opinion, YMMV.
Re:Twitter... again? (Score:4, Funny)
There's only so many mistakes one can into 140 characters.
Re: (Score:2)
Not sure where I heard that Bash maybe?
Re: (Score:2)
Also used by millions of people generating a lot of interesting data. Mostly it's a gray noise of stupidity; when something happens it spikes and you can know about it seconds later.
Like being plugged into what is happening almost everywhere right now.
Re: (Score:2)
I just started using twitter. I am well outside theitr standard age demographic.
I find it to be very intriguing, and interesting. Especially twitter clouds.
It is pretty much the fastest way to get info n events happening right now.
I follow a few people that interest me, and only people who themselves post, not when they ahve someone doing it.
My personal use is to help me maintain a diet diary, and post the occasional science tidbit.
No, I won't whore my twitter account here.
Really you should try it for a lit
Re: (Score:3, Insightful)
Now comes twitter. What do these two things have in common? Target Audience. They both target socially starved people addicted to attention. People that think they are so important that people CARE if they are drinking a coffee or taking a dump. And these same people are those attracted to the mass m
Re: (Score:2)
"They both target socially starved people addicted to attention"
Incorrect. I know you want to shove into some nice box you can poo-poo because you don't get it, but you are wrong...and probably getting stale in the brain.
Re: (Score:2)
Because the shorter the message, the less intelligent thought has to go into it, I guess. Just another part of the continual dumbing-down of our culture.
You know, I really never expected to be a grumpy old man at 30 .. *sigh*
Re: (Score:2)
Because the shorter the message, the less intelligent thought has to go into it, I guess.
I beg to differ.
Given a topic to write about, what's easier:
Now which takes more intelligence?
Re: (Score:2)
Its not. Its the media's attempt at grasping at straws for new leads on how to sell papers. You're reading about it more, but people arent actually using it more.
Re: (Score:2)
I signed up for twitter so I could watch Wesley talk to Data. Data isn't on slashdot. Did you know he has white hair now? Very freaky. Looks better than that stupid stripe had. Made 'im look like a skunk, it did!
Re: (Score:2)
It's a bandwagon. A bandwagon full of retrads and morans. It started out as a piece of shit, then some intern at some news station was caught using it when they were supposed to be trawling youtube for breaking news to mooch off of. The media jumped on it, "OMG!"ing themselves into a frenzy and they won't shut up until something dumber comes along. (Hint: It's still shit, and it'll be a while before something dumber comes along, I hope.)
Hell, CNN had shit on their crawl (FUCK THE CRAWL!) all week about
Clever (Score:5, Insightful)
But we gave them a free car so out of a 100 people majority are probably going to feel bad about writing something negative. It could backfire badly if the car turns out to be a pos, but if the car is at least half decent this seems like a nice marketing move.
Btw, if Lamborghini ever decides to employ the same strategy let me be the first to volunteer
Re: (Score:2, Informative)
Comment removed (Score:4, Interesting)
Re: (Score:2)
Let's merge them all together. I suggest "TwitFaceSpace".
Re: (Score:3, Funny)
I was thinking "MyTwitFace".
Re:I'd buy another one (Score:4, Funny)
Re: (Score:2)
MySpatterFace
Re: (Score:2)
Re:I'd buy another one (Score:5, Informative)
Ford will start North American sales of the new Fiesta from their upgraded factory outside Mexico City starting in January 2010. If it is a sales hit (and I expect it to fly out of dealers in no time flat), don't be surprised that by 2012 we'll see the Fiesta assembled in a USA assembly line too.
The US version of the Fiesta will sport a neat new feature: the Powershift dual-clutch transmission with six forward speeds, which offer the convenience of an automatic with the fuel economy of a manual. And given Ricardo UK's work on cleaning up diesel engines, we could see the new Fiesta offered with the Duratorq turbodiesel engine, and that could mean the Fiesta gets Prius-like fuel economy!
Non-biased "free gift" reviews eh? (Score:4, Funny)
So Ford won't entice the reviewers for a positive review in any way, other than by giving them a free car...
There's an old robot saying that applies here:
DOES NOT COMPUTE
Re: (Score:2)
Well yeah, and I'm guessing that when handing over the keys, Ford didn't kick them in the shins either.
And the free car is only for six months - if Ford took it away early because of a bad review, can you imagine the terrible PR?
Re: (Score:2)
Why six months? I bet most new cars start to show problems after six months of use.
Let's hope one of the testers will put his car through intensive use, enough for one or even two years worth.
Re: (Score:2)
Re: (Score:2)
So they are made to be junked when they become 3?
This is hardly a new idea (Score:2)
With that said, I would like to take this opportunity to point out everyone reading this post, especially those in decision-making posts at large companies, that I am obviously an influential and important member of the community. I am respected because I have a low NUID and excellent karma, I'm occasionally funny and
Re: (Score:2)
Give him a Hummer and he'll give you one.
:D
Silly Ford execs (Score:2)
Ford Exec: "We need a new campaign for the Fiesta. Something HIP. Something the KIDS will take notice of."
Ad Guy #1: "My kids are always TWATTERING on their PHONES!"
Ad Guy #2: "Yeah, and they're into MyFace!"
Ford Exec: "You're onto something! Let's do it!"
Ad Guy #1: "What if it doesn't work?"
Ad Guy #2: "We'll rename it the iFiesta and hire Ashton Kutcher to shill for us."
Re: (Score:2)
Sure, hire the guy who was in a movie called "Dude, where's my car?"
Risky move (Score:5, Insightful)
Re: (Score:2)
But if the marketing drones an GM or Chrysler can actually locate these blogger cars and sabotage them, then Ford is going to have a Public Relations nightmare on their hands.
Wait, you are saying that if their rivals business need to sabotage their cars that is a problem?
New Ford Campaign: New Ford Fiesta, so good the competition had to sabotage it to make it fail.
Re: (Score:2)
OTOH, corporate-santioned illegal action on a massive scale (like, for instance, sabotaging 100 cars across the country) has a tendency to create even *more* negative publicity. :-)
By the way, what were you thinking of? Severing brake lines? Loosening the lug nuts on the wheels? 'Cause slashed tires and potatoes in tailpipes wouldn't really work all that well to sway opinions. Of the cars, at least.
Re: (Score:3, Insightful)
Re: (Score:2)
The new Ford "Colbert" . . . (Score:3, Funny)
. . . would have like totally eclipsed this campaign.
Get the name right next time, Detroit!
Re: (Score:2)
Copycat marketing (Score:2)
Down here in New Zealand they're doing the marketing in a manner very similar to Robert Llewellyn's "Car Pool [llewtube.com]". @bobbyllew as you should know is Kryten from Red Dwarf.
What you see is sometimes not what you get (Score:5, Interesting)
The problem so far with bringing in European-American cars has been the annoying desire by American auto manufacturers to "Americanize" the cars by making changes that in the end make them much less attractive. Almost invariably the nice interiors get replaced with insultingly cheap plastic, small and efficient engines get replaced with boring, me-too offerings, and turbo-diesels are dropped from the lineup.
I've been complementing Ford on their Fiesta ever since I drove it in Europe last year. Two people with considerable luggage, combined city and highway, we got 42 mpg (US) on the turbo diesel, even with my lead foot. I am 6'3", and I was quite comfortable (with an understanding that it is a small car, so no, this is not the Town Car-type of comfort). The interior was very pleasant. How much of it will make it to the US? I remain incredulous.
Re: (Score:3, Insightful)
I find this funny because I'm in the market to buy a new car and I hate all of the domestics (I live in Canada). The only one I kind of like is the Saturn Astra, but it seems pretty over priced for what you get. I wish we had the selection of small cars that Europe has. The prospect of a turbo diesel... oh man sign me up. The only way you could make that any more attractive is to make it all wheel drive.
Re: (Score:2)
I'm not sure what we can do about most of those problems but there is good progress on the smelly front. The transition to much lower sulfur diesel came about a bit earlier in most of Europe than in the US but we've mostly caught up. This should be publicized a bit more because the experience most people have with diesel is choking on fumes beh
Re:What you see is sometimes not what you get (Score:4, Informative)
Let's take it apart:
They are slightly louder than gasoline engines, but the new ones are not really loud
Not any more. With Ultra Low Sulfur Diesel and current particulate control mechanisms you cannot tell a passenger diesel car from a gasoline one.
Quite the opposite, actually. Diesel engines are build to last much longer than gasoline engines. You may be going back to the disastrous GM 5.7D attempt. That soured a lot of people, but that is long gone. Modern small diesels run forever compared to gasoline engines. Witness VW's 1.9.
Not necessarily. It all depends on what you like, horsepower or torque. I like driving diesels. Their forte is low end. Granted, it is an issue of personal preferences, so I will not argue that with you.
It should be said that TDs gained ground in Europe in no small part due to the fact that diesel fuel gets preferential tax treatment, so in most countries (with a notable exception of the UK), diesel is cheaper than gas. In the US diesel is quite a bit more expensive that gas, so the fuel mileage gains stemming from higher energy density are partly lost.
Re: (Score:2)
Mercedes A180 CDI (Score:2)
That is an excellent analysis. I had the same prejudices, until my girlfriend dragged me, kicking and screaming, into the Mercedes dealership to test drive the A180 CDI. We own one now.
It's a shame that Mercedes doesn't sell it in North America. Probably, they don't want to undercut their more expensive models.
About time (Score:3, Funny)
It sure makes sense for Ford to give cars to those who will write positively about their brand, like prolific writer and Fiesta fan Jim Anchower [theonion.com]. And it wouldn't hurt to have searches for Ford pictures to return something less tacky [theonion.com].
Diesel Engine (Score:3)
Re: (Score:2)
America doesn't hate diesel -- we just have more stringent standards on diesel engines over here, if you'd believe it. That's why they're far more prevalent in Europe.
Re: (Score:2)
It's more to do with the poorer quality, high-sulphur diesel fuel in America, though I believe that is changing.
Re: (Score:2)
It's really a chicken/egg problem as far as I'm aware. Diesel is much more heavily taxed because older diesel tech had its problems, but American diesel tech doesn't improve because diesel fuel is so heavily taxed that it wouldn't be popular.
At least that's how I understand it.
Re: (Score:2)
Up until very recently, it was nearly impossible to get an automotive diesel engine to meet the very strict EPA/CARB emission standards, especially in regards to NOx emissions.
But recent work by Ricardo UK with a special EGR/turbocharger installation showed they could make a turbodiesel engine meet even the ultra-stringent CARB SULEV standard--essentially the same as a hybrid car! That could pave the way for Ford to offer their Duratorq TDCi 1.6-liter engine in the new Fiesta in the US market, which could r
As Beau Brummel might have said: (Score:2)
Rad idea, Ford! (Score:2)
Instead of trying to "relate to" and market to the "new demographic"- just focus on building a car that wont fall apart on the way off the lot.
Re: (Score:2)
Ford cars have been excellent for years now. In the Auto business it take 5-7 years to change your reputation. Either for the good or for the bad.
American cars really started building better cars, but there reputation is still clinging to them in the US. The makes some of the best cars sold in Europe, in this class.
Re: (Score:2)
just focus on building a car that wont fall apart on the way off the lot.
Y'know, I have a sneaking suspicion they might have already tackled that problem. But they still actually have to sell the things once they've built them.
BMW/Mini on the other hand... (Score:2)
Mini has made a bunch of electric Mini's, that they're trying to get into the hands of drivers. After going through a long and actually pretty funny questionnaire, I didn't hear anything from them for six months.
Last week they called me to say the car was ready for me if I wanted it. Unfortunately, the terms were unchanged from the original offer -- they want $850/month for a one-year lease -- and there is no way to keep the car longer than that.
I suppose they'll get some people to sign up for it -- and a
editorial service (Score:3, Informative)
Dear CmdrTaco,
Since your current editors are apparently way too busy to Google for a couple of important links (some of which are even mentioned in the summary), I decided to help out.
Here [fiestamovement.com] they [twitter.com] are. [flickr.com]
Am I hired now?
(Also, that is one butt-ugly car. I'll stick with my Mazda3, thank you.)
Re: (Score:2)
So then you prefer the Mazda3 to the Mazda2?
Because the fiesta is a rebadged Mazda2.
It seems Ford's plan is to now build and sell Mazdas.
BBC's Top Gear (Score:2)
They Must be Desperate (Score:2)
Scott Monty: The new face of Ford? (Score:2)
Will it result in more sales? Probably. The more consumer touchpoints you have, the more opportunities you'll have to listen to the customer and pitch
For those who don't know... (Score:2)
This Fiesta is not the first Ford to carry that name. Back in the late seventies, early eighties, Ford also produced a car called the Fiesta. My mother bought one. It was a piece of junk which made even the escort look luxurious. From starting on fire (because the battery cable was draped *across* the battery, allowing it to short the terminals together when the insulation failed...) to rusting prematurely (it was only 3 years old in 1984), to blowing a waterpump during a 1400 mile trek, it was an unmi
Re: (Score:2)
It's a Mazda2 (Score:2)
Which means it may not be the normal ford junk.
Impressed with Ford (Score:2, Interesting)
After driving foreign cars for years we decided to give the Ford Fusion a try after hearing good things about it. Wow, we honestly were impressed, the price was great so we bought it. It drives nicely, European-like handling, has an interior that surprised us for a domestic, and the 4cyl gets great mileage for a car of this size. If the Fusion is any indication of Ford's direction, the Fiesta could be a hit. I know everyone on Slashdot automatically beats on domestics (I was there!), but really, they seem
Re: (Score:2)
That's because a Ford Fusion is a Mazda6. Even has a Mazda built transmission, the engine is a derivative of a Mazda engine, etc.
Taxes? (Score:2)
Re: (Score:2)
Very old news... (Score:2)
It's called viral marketing. It's used by big companies since the Internet became mainstream, and by local companies since there are communities. And it is the most sneaky and crooked of all marketing techniques. Fortunately, it often reeks of the uncanny valley of fakeishness, and then it fails epically. ^^
Hey, give away the product.... (Score:2)
and charge for the support. Where else did I hear about that?
Re:Stupid idea, just like Mojave (Score:5, Interesting)
News Flash: The Fiesta never went out of production in Europe, and has been constantly refined for the last three decades. In its current version, it is safer than a Volvo (thanks to Volvo technology), can come with a Mazda designed Diesel engine, and can storm a beach with the British Royal Navy. Seriously, watch the Top Gear review of the Fiesta; Ford could not buy a better review.
Re: (Score:2)
Well, the Germans call the car Ford Fiasco.