houSEhoLD SuppLIES & SERvICES
bRoNZE WINNER
INFLuENCERS
Terminix
Ford Fiesta
TERMINIx
Brad Cumings
Stefan Figley
Joe Finch
Edmund Mackey
Mark Allen
CMO
Dir.-Mktg.
Dir.-Mktg.
Dir.-Interactive Mktg., Servicemaster
VP-Direct Mktg. Group, Servicemaster
FoRD Mo ToR Co.
Matt VanDyke
Chantel Lenard
Connie Fontaine
Jeff Eggen
Dir.-Mktg. Comm.
Group Mktg. Mgr.-Global
Small & Midsize Vehicles
Brand Content & Alliances Mgr.
Car-Crossover Utility
Vehicle Events & Alliances
pubLICIS DALLAS
Shon Rathbone
Julia Melle
Glen Day
Molly Mann
Chrissie Detrich
Exec. VP-Exec. Creative Dir.
Curt Jaksen
Kerry Doyle
Kristen Naimi
opTIMEDIA
Emilie Hamer
Rick Ross
Patrick Stajich
Group Dir.-Brand Content
& Alliances
Sr. VP-Brand Content
& Alliances Acct. Dir.
VP-Brand Content &
Alliances & Mgmt. Super. Car/CUV
VP-Acct. Planner
Sr. VP-Group Acct. Dir.
VP-Mgmt. Super., Ford Car
MINDShARE
uNDERCuRRENT
ACTIoN MARKETING GRoup
SEEING IS bELIEvING
FIESTA MovEMENT
To make the Ford Fiesta the best known car in the B-car segment
not yet for sale in America, Ford knew that its target customers,
Gen Y’ers, didn’t want to hear from them, but they did like to
hear from other people like themselves. Insert the Fiesta Movement: 100 socially vibrant “agents” driving 100 pre-launch Fiestas
and documenting their experiences via Facebook, Twitter, YouTube, Flickr and other social networking sites. After 31,000 pieces
of original content, 3. 7 million YouTube views, 2. 8 million Twitter
impressions and 117 million consumer engagements, the results
speak for themselves.
