• Jun 27, 2010
Ford Fiesta ownership application – Click above for high-res image gallery

Social media has been a critical element of Ford's marketing strategy during the run-up to the 2011 Ford Fiesta launch, so it comes as no surprise that it'll play a part in the customer delivery experience as well. In-showroom kiosks will play Fiesta Movement videos and act as photo booths for new owners. Before driving off the lot, Fiesta owners receive a USB thumb drive pre-loaded with an audio tutorial explaining the Fiesta's features and and how to use them. Naturally, this can be played back through the Sync system right in the car.

Once in front of a computer, drivers can then use the thumb drive to install a program that lets them access and modify their delivery photos, then share them with other Fiesta owners. The desktop application also provides a wiki with tips on how to use the Fiesta, get podcasts and other related information. It'll be interesting to see how Ford follows up the Fiesta launch when the new Focus arrives at the end of this year.



[Source: Ford]
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FORD FIESTA 'UNWRAPS' ITSELF WITH UNIQUE NEW INTERACTIVE OWNER DELIVERY EXPERIENCE

* The all-new Ford Fiesta is on its way to dealerships, and owners will receive an experience unlike any other when they take delivery of their new car
* A unique delivery experience for Fiesta owners includes a preloaded combination MP3 player and USB, which provide a one-of-a kind product "unpackaging" experience and an app that lets them stay connected with Ford and the Fiesta community
* Customer delivery is just one aspect of the Ford Retail Movement, a dealer-readiness initiative that focuses on preparing the sales force, attracting the customer and delivering the experience

DEARBORN, Mich., June 24, 2010 – When 2011 Ford Fiesta owners pick up their new car, they'll enjoy learning about it in a whole new way through the use of an interactive USB. Ford created the new delivery program for the Fiesta to make the initial owner experience as unique as the owners themselves, and is the first automaker to create such a program.

As part of the Ford Retail Movement, a dealer-readiness program, Ford has been working with targeted dealers, focusing on three key areas – preparing the sales force, engaging the customer, and creating a distinct new car delivery experience. The Fiesta delivery is designed to be particularly unique, since the approach is different than anything Ford has ever done before.

"Everything about the launch of the Fiesta has been different and the delivery experience is redefining how customers become acquainted with their new product," said Paul Anderson, Ford small car marketing manager. "The Fiesta movement started the engagement with consumers and the delivery process continues the dialogue. This makes owners a part of something special."

The Fiesta "unpackaging" experience is a new way for Ford and its dealers to interact with customers, and shows that Ford is trending towards a customer experience that does more than deliver a car – it brings the vehicle to life.

The experience kicks off with a short video featuring Fiesta Movement agents that is viewed on a kiosk located on the showroom floor. Following the video, consumers have their picture taken with their new ride, which is then uploaded to the Fiesta Community site.

On their way home, the owner plugs the preloaded USB into the Fiesta that "unwraps" the car and helps owners explore all the cool features in their new car, all in nineteen minutes of infotainment-type audio. Topics ranging from push button start, to the sound-deadening windshield glass are covered.

Once they get home, the USB goes into their home computer and downloads a Fiesta Community app, which is a place they can continue to engage with Ford, their dealer and other Fiesta enthusiasts.

Features of the Fiesta Community app include:

* Fiestapedia: Serves as an online wiki, where owners can get tips from other owners and contribute their own ideas, with more than fifteen categories to choose from.
* Photoshop: Users can retrieve their photo taken when they received their car, and Photoshop in a background, with more than fifty to choose from. After the photo is completed, it can easily be shared through social media channels like Facebook.
* Online Community: Connects owners through collaboration with Fiesta Faction, an existing enthusiast club.
* Dealer Store: Ties owners in with their dealer, so they can check out their Facebook page or website, and keep up-to-date with events.
* Podcasts: Offers a dozen podcasts with greater detail about the features on Fiesta, such as safety and SYNC.
* Fiesta News: Provides updated news on the world of Fiesta
* Ford Connections: Makes it easy to connect with Ford, through www.fordvehicles.com, www.syncmyride.com and www.flmowner.com.

"The Fiesta Movement has taught us that consumers want to continue the dialogue with Ford Motor Company and other Fiesta owners," said Anderson. "Fiesta continues to push the boundaries of how we launch products and how we interact with our customers."

The all-new Fiesta is on sale now and featuring an expressive design, class-leading technologies and best-in-class highway fuel economy of 40 mpg. Fiesta brings efficiency and convenience together in one package.


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  • 23 Comments
      • 4 Years Ago
      This would have been cool 10 years ago.

      Today it's a gimmick you'd expect to find in a box of children's cereal.
      • 4 Years Ago
      Old dog trying to be hip. Lame
      • 4 Years Ago
      New Fiesta looks good.

      Ervin Raab
      • 4 Years Ago
      let me see,back in the 80's ford had a car called fiesta.it was a kia.yes look it up.and it was a crap car.now itssss back.for the young to drive what a joke
        • 4 Years Ago
        Here is the Fiesta I am thinking of:

        http://www.tholt.com/fiesta.html
        • 4 Years Ago
        The Festiva was a Kia, not the Fiesta. The Fiesta was replaced by the Escort in the US in 1981. The Festiva came later to compete with other subcompacts like the Geo Metro.
        • 4 Years Ago
        And my recollection is that the pre 1981 Fiesta that was sold in the US was brought from Germany?
        • 4 Years Ago
        The fiesta never left Europe and it's been greatly improving itself over time. Check out clarson's fiesta review from top gear last year.

        It's a damned beach assault craft!
      • 4 Years Ago
      Whomever is in charge of promoting the Fiesta should get a raise. Very creative marketing from the start to end. Sure the Tv spots are um ok (not great like I hoped), but this makes up for it I guess. Though I'm curious if the dealerships will have to buy these or will they be given to the dealership (just imaging incurred cost's passed down to us if you will).

      If I had the loot I'd buy a hatch in green or black and call it a day.
      • 4 Years Ago
      I don't care about the friggin USB. Just let me buy one already...
      • 4 Years Ago
      Can we please just focus on the cars Ford?

      I realize you are eager to let America know your small cars don't suck balls but I think you've reached the stage in your marketing campaign where you let the cars themselves do all the talking.
      • 4 Years Ago
      I wonder how all the old people who will buy this thing (in addition to the younger crowd Ford is targeting here) will react to all this.
        • 4 Years Ago
        I'd assume most older people will just ignore this portion of the "Buying Experince" if you will. Though I'm sure for some who used to be part of car clubs in years past may try it out. The younger buyers I'm sure will jump right in on this. If Ford plays their cards right they could have something to rival what Scion does with their cars (youth marketed gatherings and whatnot). Part of me just hopes they do something similar with the Focus. To a extent have the Fiesta and Focus be the young or fun cars if you will and then when the buyers get older they buy a Fusion/Taurus then once older still get a Lincoln.
        • 4 Years Ago
        Some of us old people won't know how to work all that stuff, but we will like the mileage.
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