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Ford Fiesta Movement 2011
Background Ford Motor Indonesia (FMI) launched new car in Indonesia for younger target segment. Understanding the younger market, FMI uses the most engaging and interac=ve channel to support the main communica=on (ATL) – Digital channel.
Objective • Build engagement with consumers by u=lizing the growing trend of social community website
• Acquire fanpage members
The result
• 22,493 Videos made by 2733 registered users
• 214 registered quiz players • 50.000 fans in 7 months • 135% increasement in sales
Start May 670 fans
End Dec: 50.000 fans
Mechanism
DANCE CREATOR GAME
create an animated dance video
Insert friends animated character
in the video
Blast the animated dance video to friends wall
SHOUT OUT QUIZ Unlock serial
quizzes Blast to wall Get feedbacks from
friends
Pha
se 1
P
hase
2
viral videos Digital placements ATL/BTL support
Facebook fan page
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