Ford has launched the second chapter of The Fiesta Project, a set of eight nontraditional YouTube videos starring former Fiesta Movement agents and online celebs such as off-beat YouTube star Craig Benzine, known online as WheezyWaiter with over 100,000 subscribers.
These new videos, including Craig’s ‘Fiesta Is Full of Features. WheezyWaiter Is Just Full of It,’ follow the first phase of the campaign that launched in May.
Feed Company, the video seeding company, claims the campaign brought in over 1,000,000 views across YouTube and Fordvehicles.com, and 5,000 online conversations on Facebook, Twitter, and YouTube.
“The Fiesta Project webisodes allowed us to use real people to share their experiences with the Fiesta in a very authentic way,” said Jonathan Beebe, Ford Digital Communications Manager. “The response to the Fiesta indicates that we’re making a real connection between the product features and their real-world lives.”
“We know we have to get creative if we want to reach and engage our target audience online. That’s why we’re working with online celebs like Craig to help deliver the Fiesta brand message, and that means using laser eyes, auto-tune robots and, of course, clones,” said Colin Padden, VP, Digital Account Director at Team Detroit, Ford’s advertising agency.
Through the automaker’s micro-targeting approach, The Fiesta Project is able to reach niche online communities with a custom message.
For example, one of the videos in the series, titled ‘Zombie Survival Guide: Starting Your Car,’ illustrates the benefits of keyless entry and pushbutton start to a younger audience that may not have experience with such luxury features.
“Ads are much more interesting when they speak to specific people and communities,” said Josh Warner of Feed Company, the video seeding partner working on The Fiesta Project. “They feel more understood so they’re more likely to share and talk about what they’ve just seen.”
Photo courtesy: Ford