Ford’s Fiesta Movement is one of the best examples of Showcase Strategy I’ve seen from a large brand.
Rather than broadcasting about the Fiesta, Ford gave 100 social media users a Fiesta for six months and asked them to complete missions and document their experiences. The content was theirs. The voice was theirs. Ford’s role was to create the platform and get out of the way.
The result: 6.2 million YouTube views, 750,000 Flickr views, 4 million Twitter impressions, and 50,000 people requesting information about the Fiesta before it launched – 83% of whom didn’t own a Ford.
This is Showcase Strategy in action: rather than broadcasting your message, you put people in your content and let their networks do the spreading for you.
Three things Ford did right:
- They chose the right people. Social media users with genuine audiences and genuine voices.
- They gave real freedom. The content was honest, including the criticisms.
- They got out of the way. The best showcase strategy trusts the people you’ve chosen.