Project Highlights

• A Social Media Hub

  The site serves a hub for all of the social activity.

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Odopod partnered with Team Detroit and Undercurrent to design and develop the latest chapter of Ford’s unprecedented and highly-successful social media campaign, The Fiesta Movement, that launched in anticipation of the new 2011 Fiesta arrival in the U.S. market from Europe.

The program was conceived to build on the initial buzz of Chapter 1 as well as drive to purchase consideration among the target consumers. The campaign is social at its core – using the creativity of passionate brand advocates to develop innovate executions for the new vehicle in local markets. The new installment tapped 20 teams of cultural creatives to create, distribute and promote original content, both in the brand site as well and within their own social networks.

Teams were activated in the key markets across the country and tasked with creative “missions” in public spaces around their cities. Once completed, they were encouraged to promote their marketing campaigns, competing against the other collaborative teams to determine who could drive user participation. Activity was measured by RSVP, foursquare and SMS and agents promoted and amplified their content through Twitter, YouTube, Flickr and blogs. Winners get their own Fiesta of course.

It's been really rewarding working with Ford as they take a giant leap into the social media space. The fans and their creativity really make the work shine.