Every month we see campaigns focusing on either Twitter or Facebook, which is why it’s always refreshing to see examples of campaigns that make use of the more niche platforms in order to do something different. Ford’s latest campaign to promote the technology packed Ford Fiesta had them use Facebook and Twitter, but the main pull of the campaign was focused around the mobile photography app, Instagram.
Named Fiestagram, the campaign asked Instagram users around Europe to upload photos in numerous categories, each one was associated with one of the car’s high-tech features. Tagged with the campaign name #Fiestagram, each week would see a different technology feature being highlighted such as #music, #hidden, #entry and upload their photo with the appropriate hashtag.
Mobile is obviously a key platform for brands to develop and optimise campaigns around, especially with recent figures showing that there are more smart phones being activated each day than babies born around the world. With Instagram’s focus on imagery, it was also the perfect platform to carry out a multinational campaign in which people across Europe, speaking a variety of languages, could participate. A central campaign
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hub was created using the Instagram API which lived on the global Ford Fiesta Facebook Page, prizes were available for the best entries, whilst physical galleries and digital OOH billboards displayed submissions in real time as they poured in from across Europe, creating a sense of live participation.
The campaign lasted seven weeks with over 16,000 different photos uploaded during this period. Those who won the weekly competition got a letter and accompanying prize including a Canon SLR camera or VIP tickets events and Ski Music Festivals, while the overall winner received a brand new Ford Fiesta. The campaign was simple, but a smart way of promoting the features associate with its car. The campaign was created by Blue Hive who are based in London.