2011 Ford Fiesta – Click above for high-res image galleryFord 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.
* 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."
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.