Ford is promoting the new Fiesta fuel efficient car by offering free use of one for six months to willing reviewers.
You can win a chance to drive the Fiesta in 2009 by uploading a video to YouTube.
The car is released in the US during 2011, giving Ford time to build an ‘army of evangelists’.
Ford Should Partner With Influential Bloggers
Check out what Lee Odden calls the ‘6 Types of Bloggers as Evangelists‘ :
1. Blogger mentions a brand – Sentiment could be anything: agnostic, positive, critical feedback, negative/dissenter. But it is hopeful and not cynical. Of course this is not an evangelistic activity, but it is often the starting point.
2. Blogger reviews product/service associated with topic, interviews topic author, reaches out and create dialogue.
3. Blogger defends topic and what it stands for, unsolicited – comments on blogs, forums, social media sharing sites, status updates or Twitter.
4. Blogger contributes content either as a blog post, video, image or other representation of a their appreciation and passion for a brand and topic.
5. Blogger moderates discussion as a result of being selected for such duties as recognition. This can happen within a forum, a social community or as part of an online event.
6. Blogger fully adopts the brand of the topic, publishes a blog or web site dedicated to the topic and may even support the effort with a business model such as advertising or sponsorship.
Have you ever found yourself becoming a passionate evangelist for a brand in growing increments?
Build a Tent for Bloggers and Customers Alike
I see many opportunities for Ford (nice job @ScottMonty!).
Reaching out to influential bloggers, and creating ‘Cafe Shaped Conversations‘ championed by Chris Brogan can both fill this tent.
Good thinking by Ford to build an audience for a car 2 years in advance by engaging their prospective customers.
Agree / Disagree?
Killer Social Media
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{ 2 comments… read them below or add one }
FORD vehicles are TERRIBLE! Plain and simple with nothing else to say.
Um, that’s exactly what we’re doing – plus, we’re opening it up to any other influential who’d like to get involved and show their interest and ability.
The insights that we’ll gain from the 100 drivers over a 6-month period will be put to use as we think about how we bring the Fiesta to the U.S. market in 2010. We’re hoping that Ford and the community will benefit from this exciting project, and that we’ll all be able to learn something in the process.
And Homer, you need to back up that statement.
Scott Monty
Global Digital Communications
Ford Motor Company