Ford recently handed 100 Ford Fiestas to 100 people selected from 4,000 applicants. These “agents” — that’s what Ford calls them — get to use the cars for six months in exchange for completing monthly “missions” with different themes. They’ll share their experiences through YouTube, Flickr, Facebook and Twitter accounts Ford created for the campaign.
By turning the marketing over to social networking sites, Ford provides its target audience with content generated by people within that audience. Ford is taking a hands-off approach and telling participants not to hold back their opinions, bolstering the campaign’s credibility.
So, do you think this is a smart marketing strategy? Will it be credible?