A part of the upcoming launch of the 2010 Fiesta will include 100 agents driving German-built Fiestas beginning this spring.
Pre-launch campaign
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As part of a campaign designed to build awareness of its new Fiesta, Ford is currently in the process of recruiting 100 customers under its “Fiesta Movement” program to drive German-assembled 5-door Fiestas and then relate their experiences through social networking sites such as Facebook, FlickR and YouTube.
The 100 five-door Fiestas involved in the program have been built at the Cologne plant, alongside European versions of the car. All cars are equipped with the 1.6-litre Ti-VCT gasoline engine (118 hp).
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How to become an agent
The first step to become one of 100 driver “agents” is to visit the “Fiesta Movement” web site at www.fiestamovement.com. There, you’ll be instructed to create a 2-5 minute video explaining why Ford should pick you to participate in the program. Once you’ve finished the video, you need to upload it to your YouTube account, tag it and submit the link through the online application.
The prize? You’ll be provided with your own 5-door Fiesta for 6 months, complete with insurance and gas allowance, all courtesy of FoMoCo. As part of the program, Ford “Mission Control” will furnish you with secret assignments every month that will send you to different places, preferably with your friends – who will also share the experience and share it with their friends – and pass on their comments to Ford.
The point
“It’s one thing to talk about the vehicle, but it’s another to put people into it and let them experience it,” said Connie Fontaine, brand content and alliances manager, Ford Motor Company. “This is a way to give people an early hands-on opportunity to get excited about the Fiesta while providing valuable feedback to our engineering team.”
Ford sees the Fiesta as the ideal vehicle for Gen Y’ers and is focused on using social networking media to connect consumers in the Fiesta discussion.
Tags: 2010 fiesta, facebook, fiesta, fiesta movement, flickr, fomoco, Ford, ford motor company, youtube
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