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Ford accepting applications for Fiesta Movement 2

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Filed under: Budget, Sedan, Marketing/Advertising, Hatchback, Ford

fiestala09live_02_opt.jpg
2011 Ford Fiesta - Click above for high-res image gallery

Ford 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.



[source: Ford]

Continue reading Ford accepting applications for Fiesta Movement 2

Ford accepting applications for Fiesta Movement 2 originally appeared on Autoblog on Thu, 03 Dec 2009 20:28:00 EST. Please see our terms for use of feeds.

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Ford's Fiesta Movement really is a brilliant and original piece of adverting. Very clever. 60% name recognition for a car that just debuted is extremely impressive. I think it's going to pay off in a big way for Ford.

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