The “Fiesta Movement” begins with the European-specification five-door vehicles.
“The Fiesta Movement is about bringing a fuel-efficient, fun new car to the people to experience,” Connie Fontaine, Ford Brand Content and Alliance Manager. “Our goal is to conduct 100,000 consumer test drives by the time that we reveal the North American production version later this year.”
From May to December, five regional test drive teams representing the Fiesta Movement will travel across the country to engage consumers with the opportunity to test drive a European-specification Fiesta. The teams will visit at least 100 cities over the eight months, with a goal of 100,000 test drives overall. Stops will be in small towns and big cities, as well as at major and regional events and festivals.
In April, Ford selected 100 trendsetters who will test drive and “live” with a European version of the Ford Fiesta for six months, travelling as an “agent” on special “missions” and relating their experiences through a variety of social media platforms.
More than 4,100 people applied for the chance to be part of the Movement and a large majority created videos for YouTube, which have already garnered an excess of one million total views.
The chosen agents are socially vibrant, unique and able to tell a good story. They come from all across the country and work in a variety of occupations. But most importantly, they have established social networks with a strong Web presence. Most have hundreds, if not thousands, of Facebook friends. There also are thousands of people following them on Twitter, YouTube, MySpace and other social networking sites. Overall, the agents have a combined reach of over four million people.
This month, each Fiesta Movement agent chose their first monthly mission. Based on the theme of travel, all of the missions are designed to engage with people in their Ford Fiesta. The adventures include recreating travel scenes from famous movies, taking friends on road trips, turning the Fiesta into an ice cream truck or hosting a “fiesta” inside the Fiesta. Agents will then generate content based on their mission to share with their social networks. Future themes include technology, social activism, adventure, style & design and entertainment.
The Ford Fiesta also is gaining attention on Facebook and Twitter, with more than 900 fans on the Fiesta Movement Facebook fan page and more than 1,700 followers on the @FordFiesta Twitter account. To follow the Fiesta Movement and the agents, visit and bookmark http://www.fiestamovement.com and the following Web accounts:
YouTube: http://www.youtube.com/fiestamovement
Flickr: http://www.flickr.com/photos/fiestamovement
Facebook: http://www.facebook.com/pages/The-Fiesta-Movement/73386615309
Twitter: http://twitter.com/fordfiesta or @fordfiesta
