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Virtual Events on Facebook [Case Study]

November 29, 2010 at 9:11 am PST

Inspired by the launch of the 2011 Ford Explorer.

On the 26th of July, 2010, Ford ended a decades old tradition of unveiling new models at flashy expensive auto shows, and took a leap of faith with Facebook. If you didn’t see this event as it happened, take a look on Mashable. In a nutshell, Ford used a dedicated fan page to build hype before, during and after the unveiling of the 2011 Explorer.

This event was extremely successful, surpassing its pre-launch fan target of 30,000, and I wanted to experiment with this concept. One of the Facebook pages that I moderated was about to surpass 100,000 fans and we were about to launch a new app exclusively for this community. I initially wanted to have live videos via USTREAM, but with limited time and resources, we narrowed the scope to text Updates, and Photo shares.

Tip: Always narrow scope before pushing dates, otherwise dates will continue to slip and nothing ever gets done. Check out this great post by Matt Mullenweg, 1.0 Is the Loneliest Number. Read More »

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