In April this year, the US auto giant, Ford, launched a novel marketing campaign. It gave 100 web-savvy drivers, across the US, it’s new Fiesta subcompact, free to be test-driven for six months. It also decided to foot their fuel expenses. All that the drivers had to do was share their adventures and views online!

Did that get your attention? Then you can imagine how much potential all those videos and tweets, from the drivers, have to pull prospects towards the Fiesta. Welcome to a case of the social media being used creatively to help product marketing.

What makes it really different is that Ford has launched the campaign much before rolling out the car. The new Fiesta is expected to be launched only in 2010. That gives the campaign ample time to get the clicks and eyeballs. And Ford has also done its homework well. The 100 drivers chosen are all ones with a good web-presence and following. So their videos and posts are bound to attract the audience.

Ford is not isolated in its attempt to woo new-age customers through online marketing. The biggest names in the auto industry are all out there… on Flickr, Twitter, YouTube. In fact, recently, a leading Indian daily reported that more companies are recognising the role of digital advertising and marketing in influencing customer decisions. This is especially true in the automobile segment, where customers use online media to gain product information and views. This in turn impacts their buying decisions.

Ford’s campaign is designed to subtly provide this kind of product information and views to audiences through the test-drivers. Though not an in-your-face attempt to publicise the car, you can’t but help notice the vehicle, or carry an impression of the feelings associated with the video. That itself is half the battle won: you have the audience’s mind share.

It all fits in well. A novel task, new media, and a subtle message. Marketeers, are you listening?