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Article: CONNIE FONTAINE.(NEWS)
- Article from:
- Advertising Age
- Article date:
- September 21, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: JEAN HALLIDAY
MANAGER- BRAND CONTENT AND ALLIANCES
FORD MOTOR CO.
connie fontaine, 48, was challenged by her boss, Group VP Jim Farley, to devise a plan to build buzz and awareness six months ahead of the U.S. re-entry of the Ford Fiesta small car. The manager of brand content and alliances answered the challenge with Ford Motor Co.'s broad-reaching social media blitz for the car that started in May.
The Indiana native's plan sounded simple: Give the car, already a hit in Europe, to 100 influential online "agents, let them pick a different "mission every month, tweet and blog about it, and create an online video monthly.
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