How Ford's Fiesta Movement kept pace with new social media habits
Stephen WhitesideWarc
When Ford introduced its "Fiesta Movement" campaign five years ago, it marked a real coming-of-age for social media as a marketing channel.
That initiative sought to enhance awareness of the company's Fiesta sub-compact car six months before its reintroduction into the American market. Its 20-year absence from US showrooms offered a powerful reminder that small vehicles may be popular in Europe, but they had rarely proven so in Ford's home country. But in 2009, several powerful forces – from the financial crisis and rising gas prices...