"Ford is into the eighth month of its Fiesta Movement social-media program to promote the eponymous car from Europe by letting 100 young social-media-savvy Americans drive the vehicles for several months. Each month, Ford has been assigning tasks to the "Agents" involving lots of driving and just as much blogging, Twittering, YouTubing and Flickring.
Ford has also launched a Facebook application called "You Speak Green" to promote its Fusion Hybrid sedan. The effort, intended to encourage site visitors to share their sustainable lifestyle suggestions, uses an application at www.apps.facebook.com/ford-fusion. The application shows a growing-vine graphic that is similar to one on the Fusion's instrument panel that grows when one's driving is most efficient. The one on Facebook grows when someone adds a comment.
Per Ford, Ford Fusion has seen a 65% improvement in favorability. The Dearborn automaker says more than half of the Fusion and Fusion Hybrid's buyers are leaving competitive brands, with 60% of Fusion Hybrid customers having previously owned an import. Ford says about half of Toyota Camry shoppers put the Fusion and Fusion Hybrid on their shopping lists. "
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Excerpts from "Marketing Daily" of MediaPost Publications
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