iMedia 25 - 2012 Brands Pioneering Online Video

Ford has run 41 online video campaigns, including 12 in 2011, but the best of the crop has been "Fiesta Movement," which earned the carmaker slightly more than 5.5 million views and an impressive 19,624 comments. The campaign invited "100 socially vibrant and adventure-hungry 'agents' to drive the Fiesta for six months." Ford kicked in free gas and insurance while the agents supplied videos of their Fiestas in action. Here's just one of the many great videos Ford got out of the "Fiesta Movement" campaign.

2011 Ford Fiesta Movement from Roberto Vezzone on Vimeo.

But while "Fiesta Movement" was Ford's most successful campaign in terms of viewership, the brand has achieved more than 20 million views overall, according to Visible Measures. One campaign that has caught the attention of many users is "Focus Doug," which employees a unique spokesman (an orange puppet named Doug) to promote Ford's Focus line with a series of tongue-in-cheek web videos. While some of the videos are 30-second spots, the campaign itself is a good example of how all brands are -- in a sense -- becoming content creators. With a dedicated YouTube channel and a Facebook following, videos of Doug don't just serve as hit-and-run ads, rather the campaign is a world unto itself, giving users a deeper experience that tracks the long lead time most consumers need to make an automotive purchase.

Agency: Undercurrent; AMG; Mindshare; Team Detroit

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