Situation

Wpromote was tasked with helping Ford and product placement company Stone Management to come up with an exciting and

engaging social media campaign wrapped around the film “Larry Crowne” and the 2010 Ford Fiesta, a re-issue of the classic 1976 version. Stone Management’s concept of “FiestaBo” was already in the works when Wpromote joined the project. We made the concept a reality by leveraging our experience with Social Media.

Strategy

During the filming of “Larry Crowne” (Fiesta)Bo and Stone Management took videos and pictures of behind the scenes action, which would later be used as engaging content for both the movie and the new Fiesta. This content was posted to YouTube and Facebook followed by specific task oriented engagements, which encouraged positive conversations and drove advocacy. With these tactics we were able to increase organic growth by exposing audiences to the brands through our active communications.

Twitter also played a large role in this Social Media campaign. In the establishing stages of the Twitter account, we looked for any other existing pages that were associated with Ford vehicles, movies, Tom Hanks, etc. and followed them -- which encouraged reciprocal follows. Our primary focus with Twitter was to monitor the page for current conversations, post accuracy, and any unusual activity that occurred. We also provided Bo with a “Best Practices” overview for using Twitter, allowing him to post with the most impact. We worked with Bo throughout the campaign to create the most interactive posts possible. We were also able to have Tom Hanks tweet to his 1,212,004 followers about Bo.

Wpromote leveraged the celebrity blogger community by having some of the FiestaBo video content placed on their sites. We would offer bloggers swag items from affiliated sponsors for FiestaBo appearances on their blog. We were able to secure top placement on prominent celeb blogs during the height of the campaign.

Results

Through diverse Facebook engagements we were able to receive between 60-120 responses from individual fans on each post. Interaction with the fans promoted frequent conversations and produced remarkable impressions for the page. These efforts greatly increased fans at the beginning of the campaign and continued in an upward climb as new engagements and content was posted. Our daily giveaway contests also helped us drive more "likes" to the page.

Celebrity Wilmer Valderrama, part of the “Larry Crown” cast, also sent out tweets regarding this initiative. Even high-end slipper brand and FiestaBo sponsor, Dearfoams slippers tweeted about Bo giving away their slippers. Both Wilmer and Dearfoams posted around 10 tweets each, but the impact of these tweets were much larger due their huge number of followers. Wilmer alone has 100k+ followers. That means his 9 tweets x 100k had a potential reach of 900k impressions of FiestaBo content. The further we got into the campaign the more "mentions" FiestaBo received per day. Throughout the project the interactive environment harbored organic growth and aided in extending our reach even further as more people tweeted the FiestaBo content.

YouTube acted as the host for all of our FiestaBo video content and served as a secondary way to acquire fans. By the end of the campaign, there were a total of 29 FiestaBo YouTube videos that had received more than 47,000 views.