Ford to Market new Fiesta in Socially Vibrant Campaign
Word of mouth has turned into word of blog in this socially networked day and age. Among political rants and raves, personality surveys, and finding out that Jimmy dumped Sarah, there is a major advertising potential in social media. Ford is targeting these bloggers, Facebookers, YouTube celebrities and other well-connected Millennials (born between 1979 and 1995) with its “Fiesta Movement” campaign to market the 2010 Fiesta.
As part of the movement, 100 specially selected drivers will get their hands on a Ford Fiesta before the car launches in the U.S. early next year. As part of the deal, these “agents” will complete special “missions” and then share their experiences digitally through social media sites such as Facebook, Flickr, and YouTube.
Millennials are the next-generation consumer group and will total 70 million new drivers in 2010. The 100 “Agents” will provide a wealth of feedback to Ford prior to the car’s launch. In Germany, the first of the 100 Fiestas are rolling off the assembly line at Ford of Europe’s Cologne assembly plant. All will be four-door hatchbacks, fitted with the 120-hp 1.6-liter I-4.
Registration is open to drivers that are 21 years of age or older. More than 1500 applications have been received so far on www.fiestamovement.com. To start an application, one must upload a 2-5 minute video explaining his or her desire to join the movement. Registration ends at midnight on March 13.