Web-Savvy Marketing for Ford's Fiesta

(MoneyWatch)  According to the BBMG Conscious Consumer Report, an impressive 77 percent of U.S. consumers agree that they "can make a positive difference by purchasing products from socially or environmentally responsible companies." The problem, however, is that only 23 percent of those people say they have any way of knowing if a product really is green--or actually can do what it claims.

People don't make it easy for themselves, because less than 30 percent:

· Look at Consumer Reports (29 percent); · Examine certification seals or product labels (28 percent); · Consider lists of ingredients (27 percent) or consult statements on packaging (11 percent); · Believe company advertising (five percent).

The hierarchy created by Consumer Eyes marketer Ron Rentel in his book Karma Queens, Geek Gods and Innerpreneurs would identify these would-be car buyers as techies who tote an iPod, wirelessly connect to the world and buy online. And they're trendsetters.

There's a credibility gap that has to be overcome before people fully buy into a product today. Studies show that the testimony of peers carries enormous weight--far more than the celebrities routinely hired to shill for products on television and radio.

That's why Ford is taking a gamble with the marketing of its new small car, the 2010 Fiesta. The Fiesta name meant something to consumers in the 70s, but it's a blank slate to the young drivers that Ford is hoping will be its core buyers. And so the company lent Fiestas (and the gas and insurance to go with them) to 100 Internet-friendly young people. The understanding is that they will post regular reviews to social networking sites such as Facebook, YouTube and Twitter. Even if their impressions are negative.

To choose the 100 winners, Ford selected from among 4,000 video applications posted online. The winning entries--which combine Fiestas, dance, comedy and more--have been collectively viewed 640,000 times, so that in itself would seem to constitute an effective campaign.

The Fiesta joins a revamped Focus in Ford's make-or-break small car lineup. Domestic small cars are none too competitive today, with most of them little more than rebadged Japanese or Korean brands. But the Fords will compete with Chevrolet's new Cruze and, presumably, a line of Fiats and Alfa-Romeos from Chrysler's likely alliance with the Italian automaker. Savvy marketing may determine which succeed and which fail.