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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.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Topics

Social media; Viral marketing; Buzz marketing; Ford Motor Company; New products; Twitter; Facebook; Word of mouth

Setting

The events covered by this item took place in 2009-2010.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Company name:
Ford Motor Company
Industry:
Motor vehicles and passenger car bodies

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