• Dec 3, 2009
2011 Ford Fiesta – Click above for high-res image gallery
Ford finally unveiled the U.S. version of its B-Segment Fiesta yesterday at the LA Auto Show, and thanks to some clever marketing, the Blue Oval's newest small car is already well-known to prospective buyers. Ford's ingenious "Fiesta Movement" marketing initiative, which put 100 Euro-spec subcompacts in the hands of socially advanced "agents," resulted in over six million YouTube views, 740,000 Flickr views and 3.7 million Twitter impressions. All that traffic has apparently resulted in a 60-percent vehicle recognition score in Ford's survey findings – a number that would be good for a vehicle that has already been on the market a few years.

The first Fiesta Movement was created to get the Fiesta in front of the car-buying public while engaging in customer-driven dialog. Connie Fontaine, Ford brand content and alliances manager, says that wave two will focus on "driving unparalleled consideration." In other words, Ford wants customers to be excited to buy a new Fiesta. Given the fact that Ford generated 80,000 "hand-raisers" with Fiesta Movement number one, another group of Fiesta agents probably isn't a bad idea.

Ford is looking now for 20 teams of agents to participate in getting the word out about its new small car. Interested parties can apply via video on fiestamovement.com between now and January 31. Round two begins in mid-February. Winning contestants will need to be "socially vibrant" and "in-tune with the latest happenings in their neighborhood." Winners will be chosen based on public reaction to their video presentations... though it probably wouldn't hurt to look young and Millenialish. Hit the jump to check out Ford's official press release.



[Source: Ford]

PRESS RELEASE:

* Ford is using the success of the first chapter of Fiesta Movement to create a second chapter by enlisting new agents to generate excitement for Ford's new 40 mile per gallon car, the 2011 Ford Fiesta
* Selected agents will include 20 teams who will set out to complete a series of missions to create buzz-worthy content for the new Ford Fiesta
* Interested consumers can submit video applications on www.fiestamovement.com through the end of January

LOS ANGELES, Dec. 2, 2009 – If you thought Fiesta Movement agents rocked the social media world this past six months, just wait until the second chapter when 20 new agent teams begin spreading the word about the Ford Fiesta. A new group of agents will be enlisted to engage their local communities by developing communications about Fiesta, leveraging social media as the means to spread the word about Ford's all-new 40 mpg car.

"The first chapter was about developing awareness, and now it's about driving unparalleled consideration," said Connie Fontaine, Ford brand content and alliances manager. "We want to put Fiesta on the shopping list."

Twenty teams of agents in major markets across the country will complete a series of missions, where they will compete in challenges online and locally that immerse them in cultural movements, allowing them to ignite passion into their communities through social media while opening the discussion about Fiesta.

After completing the challenge, agents will produce and place the creative content on www.fiestamovement.com. The best content will be recognized based on online consumer interaction and consumers' opinions about their work. Applications can be submitted on www.fiestamovement.com starting today and running through Jan. 31. The program launches in mid-February.

Mr. or Ms. Right
These new Fiesta Movement agents are socially vibrant individuals who are in tune with the latest happenings in their own communities and are followers of the first chapter of Fiesta Movement. "These teams are going to be made up of part-thinkers, part-social butterflies," said Fontaine. "New agents will create content that taps into the unique cultures in each city, all the while sharing their experiences with Fiesta."

The new agents give Ford an opportunity to create a dialogue that is consumer-driven, and engages people with the Fiesta. "People are talking about our brand right now," Fontaine said. "Fiesta Movement Chapter Two lets us be involved in that discussion."

Building buzz
Throughout the Fiesta Movement, agents have traveled more than 1.4 million miles and have generated more than 6 million YouTube views, nearly 740,000 Flickr views and more than 3.7 million Twitter impressions. The Fiesta Movement and test drive program has resulted in more than 80,000 hand-raisers.


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  • 15 Comments
      • 5 Years Ago
      Dear Ford,
      Could you use that LCD screen for an optional NAV?

      while not everyone will take the option, I don't think I'm the only one that wants it. Nissan just announced a $400 option coming up for Sentra. I know that Sentra competes with Focus, however, I don't see why all cars can't have it as an options... heck, the Suzuki SX4 has it standard!
      • 5 Years Ago
      @ Paul Stamatiou,
      Haaaha. Yeah these guys can be brutal, I was just thinking that. I pretty much dress exactly like you, so they might be kicking my ass too. But I digress, the hatch is pretty nice, and I actually like the interior materials a lot. I'm not sure it requires quite that much
      "bling", but the red leather provides a contrast against the black/grey stuff. Oh....three door please Ford.
      • 5 Years Ago
      Those two spammers who keep spamming the threads here need to be evicted from here.
      • 5 Years Ago
      I saw this car parked at a barns and nobles the other day (it had Fiesta stickers all over it so i think it was a commercial car). But this car looked really good in person, but from the out side looking in, the interior seems outdated and cheap. But I would like to test drive one ans see how good this car really is...
        • 5 Years Ago
        the interior is a bit wonky, in the same way the astra interior felt wonky when it came over as a saturn, the raido especially seems like a weak spot, and the lack of any dicerable latch to pop the hatch (four of ford's people couldn't find one up front).
      • 5 Years Ago
      I'm sorry... 'Fiesta Movement' still sounds like what I have after I have bad Indian food.

      And 'Fiesta Movement 2' sounds like I didn't learn my lesson the first time around.
        • 5 Years Ago
        lol owned
        • 5 Years Ago
        I think that would be Mexican food.
        • 5 Years Ago
        Comment of the Day. hahahahahahaha
        • 5 Years Ago
        That would be stinky...but it's a comment.
      • 5 Years Ago
      i rented one in september.
      Ford Fiesta 1.25 manaul, it's pretty thirsty.
      i spend 9€ for 70 km, highway trip.

      auto radio sounds good, although it was quit difficult to turn it on.
      you need to press the volume knob, there are some button that mislead a litle with the text they contain.

      the power steering is TOO light, it's good for parking.
      but it isn't needed for driving.
      i think it's pretty dangerous to have such light steering, if you not paying attention on the road for a second.

      i only use my left arm to steer, my right arm is reserved to hold my knee and shift when it's needed.
      • 5 Years Ago
      As a photographer and and painter/drawer of cars I would be applying for one of this little cars. I hope I win one. :D

      here is my resume in case ford is already looking.

      www.autodrawings.net/art for my car drawings
      www.deviantart.com/artrios87 for my photography and drawings
      www.myspace.com/photobyart for my photography
      youtube.com/Spyderrios for my videos

      hey you got a do what you got a do. :D
      • 5 Years Ago
      !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
      Socially Vibrant and in tune with the latest happenings in their neighborhod include: Flannel wearing Gorack frozen since...1995. Listening to Ace of Base, and putting up with 14.4 Kilobaud AOL dial-up [*goodbye. *goodbye-goodbye]

      Where did they find those people in the photos? Metrosexuals, Overweight women, and 90's coma victims thawed out , all have the chance to get this car and magically become the cool confident guy in the suit .
        • 5 Years Ago
        I'm pretty sure ford had to teach all those people to drive. They look like their main mode of transportation is usually a taxi/limo while they go sushi-bar hopping and to overpriced coffeeshops to discuss music reviews they read on their blender iphone app.
      • 5 Years Ago
      Still sounds like Happy Power Walking to me.
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