Fiesta's buzz builders: For ad ideas, Ford turns to young bloggers, not its agency

摘要

Advertising material for the 2014 Ford Fiesta will come from videos, photos and other digital content created by 100 young bloggers - not by Ford's ad agency. The strategy, revealed by the automaker last week, is designed to rebuild buzz for the subcompact, which gets new powertrain choices when it arrives late this year. The Fiesta campaign, which starts in May, is a beefed-up reprise of the 2009 Fiesta Movement campaign. As Ford did then, the company will recruit 100 people and give them a new Fiesta for a year to create digital content about the vehicle, including tweets, blogs, photos and videos to be shared via social media. Ford calls these people influencers.