Ford heeft voor de Europese campagne om de nieuwe Ford Fiesta te introduceren, breed ingezet op social media marketing. De beoogde earned media was voor de autofabrikant simpelweg goedkoper dan de dure paid media, zoals tv-commercials.   Case study: Fiestagram Ford:

Ford has partnered with the photo sharing app Instagram to launch a new photography competition called Fiestagram. The contest challenges Instagram photo-taking enthusiasts across Europe to upload photos in a several categories inspired by the technologies and features of the new Ford.

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