Ford Fiesta gave the agency Blue Hive the challenge to not only create attention and raise awareness about the new Fiesta, but also to come across with information about the new USPs, the features and improvements of the car.
The result was a cool engaging campign that utilized consumers’ love and eager to take and share photos. The idea was to partner with the viral photo sharing app Instagram to launch a new photography competition called Fiestagram to promote the new car.
The contest challenged Instagram photo-taking enthusiasts across Europe to upload photos in several categories inspired by the technologies and features of the new car - Participants could as always with Instagram easily share their photos on Facebook, Tumblr, Twitter etc.
Moreover, the best submissions were also appearing on live-billboards and real life photography galleries across Europe. The “feature” categories were: Starting, Hidden, Listening, Entry, Music and Shape and the winners of each are still shared on Ford Fiesta’s Facebook page.
The idea to make a photo contenst is not original in any way - Guess it has been a marketing tactic ever since the camera became a common household item, however the understanding of social and the execution have created results worth sharing.
