Ford's focus (no pun intended) on visual imagery powering the brand is evident in its recently executed "Fiestagram" program rolled out to European markets. The campaign challenged Instagram photography enthusiasts to upload photos in several categories inspired by the technologies and features of the Ford Fiesta.
Each week, Ford communicated the weekly challenge as a hashtag associated with technology related to the Ford Fiesta.
Participants could interpret the categories in any way they saw fit and use any of the filters and effects available on Instagram to enhance the mood of their images. Running on the Ford Fiesta Facebook page, contestants could enter simply by uploading photos with the hashtag #Fiestagram and #(weekly challenge) via Instagram captions.
All images submitted appeared in online galleries on Facebook, and some of the best submissions also appeared on billboards and in real-world photography galleries across Europe.
A total of 16,000 pictures were submitted, with 12,000 new Facebook fans gained during the course of the promotion.