"To build a new generation of Ford car buyers, the 'Fiesta Movement' marketing effort is enticing its 100 test drivers with a free car for six months, auto insurance and gas. In return, they agree to upload their adventures online.Now that's in interesting inside look at how a major brand looks at the value of videobloggers.
Ford selected the 100 participants from more than 4,000 video submissions viewed more than 640,000 times online. Ford assigned applicants two scores: a 'social vibrancy' rating based on how much they were followed online and across how many platforms; and an overall grade based on those factors plus creativity, video skills and their ability to hook a viewer within the first five to 10 seconds."
Ford Video Blogger Scorecard
- # of online followers
- how many platforms
Ability to hook a viewer within the first 5 - 10 seconds
Note to the Wall Street Journal:
How about a link to the featured videobloggers. Can't you embed the Brooklyn Hilary video?
Visit Hilary's blog.