The Ford Fiesta Movement Case

Table of content

1. Introduction 2

2. Benefits and Risks of the Ford Fiesta Movement 2

3. The Role of Customer Participation in developing Customer Experiences 4

4. Establishing a relationship 5

5. Conclusion 6

6. Appendices 8

7. References 9

1. Introduction

In 2009, the automobile industry suffered from declining sales due to the financial crisis. Ford also faced several challenges when they launched the new Ford Fiesta model in the Unites States. In order to overcome these challenges, Ford decided to use a vastly different approach than they had ever done before. They used a combination of social media and viral marketing techniques to build awareness of and interest in their new Ford Fiesta model (Stephen, 2010). Ford carefully selected 100 Americans to become “agents of the Fiesta Movement,” who could drive the new Ford Fiesta (for free) for six months. In exchange, the agents had to report their experiences with the car using social media. In addition, Ford used a test drive program so that non-agents were also able to see and test the Ford Fiesta. The Campaign seemed a success. Ford reported that about 50,000 consumers were interested in buying the car, and that 97% of these customers did not own a Ford car (yet) (Stephen, 2010). At this point, it is very important that Ford is able to transform these forecasts into actual sales and that they can create relationships with their new customers. This leads to the thesis statement: “How can Ford Fiesta build and maintain a long term relationship with newly attracted potential customers by the use of social media?”

First the short and long term benefits and risks that Ford is exposed to when using viral marketing in the field of social media, are described. Then the role of customer participation in developing customer experiences for the Ford Fiesta is discussed. Finally, the customer experience strategy for (building and) maintaining the relationship with Ford Fiesta’s newly attracted...