Is Giving Away Free Ford Fiestas Really A Movement?
Posted by anastasia on 02-23-2009
Brands using young ambassadors to help get the word out about a new product is not new. Student rep programs have been around for a while, and there are agencies that specialize in setting up these types of programs for brands. Over the weekend Ford Fiesta announced that it was going to create a “movement” around the launch of its new small car by giving 100 lucky millennials a free Fiesta in exchange for chronicling their driving adventures (and promoting Ford Fiesta) on “social media” sites. The company told MediaPost (reg. required) they have over 1,500 applications already.
The article also mentioned that the key to making this effort work is finding the right young people — you want young people who have extensive social networks and are comfortable with writing, tweeting, creating videos, taking photos, etc. But you want the content to be fun, compelling and offer something of value vs. Ford gave me a free car so I’m holding up my end of the deal and writing about it.
What bugs me is Ford’s use of the word “movement.” Maybe it’s the high school/college activist in me, but I find brands co-opting the word movement to be slightly distasteful, especially when there really is nothing pro-social about what they’re selling – I mean I guess a Fiesta is better than an Explorer in terms of environmental impact, but it’s still a new car. Pepsi tried to do this with its Obama-like marketing and “Yes you can” messaging. Yes you can, do what? Change the world one sugary Pepsi at a time? Giving 100 young people free cars to drive in order to promote your brand is not a movement either – it’s a marketing campaign orchestrated by a huge brand. Maybe it will be effective. Maybe it won’t.
I don’t doubt that young people have emotional relationships with certain brands, but it feels a little creepy to me for Ford to describe this as being a movement. Especially when movements tend to happen from the bottom up, i.e. they spring up organically in a grassroots way. If there were already a group of young, hard core Ford enthusiasts who were so excited about the Fiesta they began (on their own) organizing Fiesta launch parties, or making their own Fiesta ads or art – that might be more of a movement, no? If that doesn’t exist at all, then will Ford’s attempt to artificially stimulate it with free cars come across as “delivering authentic and genuine messages across a broad spectrum of media”? What do you think?
Update: MediaPost has an interview with Sam De La Garza about the campaign — evidently, they are giving the cars away for six months, not for good.
For more coverage of youth marketing, check out the Ypulse Youth Marketing Channel sponsored by Youth Marketing Connection.
Categorized under: Youth Marketing
February 23rd, 2009 at 2:50 pm
C’mon Anastasia, the reviews of this car from youth have to start somewhere. I don’t see a problem with it as long as they can be honest in what they write and it isn’t filtered. Ford is an easy brand to take a shot at, but I see them trying. Would we be talking about this if it were Toyota or Honda? I agree with you on the use of the word “movement”. Another term I am tired of…
February 23rd, 2009 at 3:07 pm
Hey Jason. I wasn’t really knocking what Ford is doing — just saying call it a marketing campaign, instead of a movement. And if Toyota or Honda or Coke called a similar marketing campaign a movement, I would have written the same thing.
Like I said in the post, “agents” and campus rep programs have long existed. Maybe this will work, maybe it won’t. Depends on who they give the cars to and what they produce/how credible it is, etc.
But sure, they do have to start somewhere. Maybe somewhere like here: http://www.focusfanatics.com/
February 23rd, 2009 at 3:26 pm
I think the main problem to me is that its so forced. Sure, who wouldn’t want a free car, but if you can’t make a car seem ‘cool’ without giving it away for free than you are in big big trouble.
Take Scion for instance. They created a complete brand that included everything a car enthusiast looks for and added great depth to car culture. Modify your car and still keep the warranty? Race meet ups and car shows at your local Scion dealer? Mixtapes of music they listen to, artwork they look at and events with people they love. A complete culture designed for their market to enjoy all for FREE, all you have to do is buy the car. THIS is what it should be for a car company to compete in the youth market… not giving cars away for free. Best thing kids are going to say to their friends is “I got the car for free” and when the youth begin to expect things for free, you better believe you are making a vital change in your industry. Give away the culture, not the product.
February 23rd, 2009 at 3:32 pm
Yeah, and what Taylor said, too:) Great points Taylor. Though I would add that by supporting artists within youth culture, and Scion did this by sponsoring events and showcasing musicians and visual artists that appealed to their target demographic (and spent marketing dollars to do so), they bought a lot of goodwill and openness to a product that also met youth’s need to customize and personalize. I would say support and fund the culture, then have a much more receptive audience for the product. Even if you do all of that, the product better be solid.
February 23rd, 2009 at 5:10 pm
I think this is a hard knock here. An over thought on “movement” because Ford is an easy target. First, they are doing everything possible not to take federal assistance. this is pretty powerful in my book. while they are giving away free car usage, what they’re doing is providing a great opportunity for people to amplify their existing social activities. yes, there is “marketing”, but come on…let’s put our reality hats on…this is a reasonable (and intelligent) way to do this with the audience…who guess what? gets this! How does Ypulse make money? I believe you need..uh…advertisers? How dare you!
February 23rd, 2009 at 5:53 pm
Hi Roberto. It’s not really a hard knock at all — it’s just an opinion on a “blog” whose mission is to provide news and commentary about youth media and marketing. So…of course I *dare* to be critical of a marketing campaign. That’s what Ypulse is all about. That’s why our advertisers support us, because we are an independent voice in the youth marketing world.
I have nothing against Ford. My beloved grandfather (may he rest in peace) refused to drive anything else. This campaign might be a huge success, then again, it might not, but I certainly am entitled to post my opinion here, just as you are entitled to vocally disagree in the comments:)
February 23rd, 2009 at 8:57 pm
I think it’s great you’re independent. I’m glad you challenge marketing. There is an amendment in the constitution for just this purpose. I’m glad we disagree. I actually think the idea is borderline brilliant, and a little daring. People can write whatever they want about the car. Just because they get one doesn’t mean they will love it. I don’t think Ford is that stupid. Obviously they hope they like the car, but there is always a risk in this stuff. I get the sense that writers and bloggers in this space are looking for “purity” in marketing. At the end of the day, Ford needs to sell cars. You probably need to sell ad space? We can wax on about “movement purity” but unfortunately, some marketing needs to occur. I would bet that if Ford came in with a huge media buy on Ypulse for this, you might consider running their ads? Maybe not? Not trying to goad you. Just want to test your theory a bit:)
February 26th, 2009 at 8:13 pm
I actually entered the Ford Fiesta contest, and lost 2 toes making the video. It was worth it. The video can be seen here:
http://www.youtube.com/watch?v=eqdM6eUeR4Q
March 12th, 2009 at 3:30 pm
Ok, boys and girls. This is my entry into the Fiesta Movement Special Agent Contest. I hope everyone likes it. We filmed it over the course of two weekends with our Canon SD 630 digi.
BE SURE TO WATCH ALL THE WAY TO THE END! There’s a lot to see. You may need to watch it more than once to catch all the subtle little comedic moments.
http://www.youtube.com/watch?v=43NOnlZhnMo
July 7th, 2009 at 11:02 am
[...] – Plastic vies to become Millennial material (with a $10 million social-media blitz aimed at the demo. Ad Age, reg. required, interviews the ad agency exec in charge of the decidedly uphill battle. Plus an update on the Millennial-targeted campaign for Ford Fiesta "movement") [...]