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Published by:
INSEAD (2010)
Version:
05.2017
Revision date:
05-Jun-2017
Length:
11 pages
Data source:
Published sources

Abstract

The Ford Fiesta Movement was a social media campaign run by Ford in the US 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.

Topics

Social media; Viral marketing; Buzz marketing; Ford Motor Company; New products; Twitter; Facebook; Word of mouth
Other setting(s):
2009-2010

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