Jump to content
Create New...

Ford’s Fiesta Movement Chapter Two kicks off


Recommended Posts

Ford’s Fiesta Movement Chapter Two kicks off

03/05/2010, 4:02 AMBY MARK KLEIS

Ford has officially restarted its social media engine with the launch of its second chapter of the Fiesta Movement. This time around Fordturned to 20 teams of two agents to help manage, direct and inspire product launch advertising in each of 16 major cities across the U.S.

Ford’s original Fiesta Movement was a social media campaign that put 100 Euro-spec 2009 Ford Fiestas in the hands of individuals selected for their ability to create buzz in various social media outlets.

Each month the agents were given a task based on the month’s assigned theme, and then they created a “mission” video to document their experiences. Ford’s major risk with the program was that it made it explicitly clear that all 100 agents were not being censored in any way, allowing them to take issue with the vehicles in their reporting to the public.

Ford provided the 100 agents with a Fiesta and free gas for six months, asked them to create six monthly mission videos and one weekly piece of social media content, and ended up with brand recognition for the Fiesta that topped some of Ford’s models that had been on the market for 2-3 years.

Ford’s Jim Farley said during a special media presentation that the level of awareness generated by the Fiesta Movement would have cost hundreds of millions with traditional advertising avenues. Ford hasn’t disclosed their total Fiesta Movement expenditures, but we would venture to guess it falls short of 1/10th the figure Farley suggested.

Ford brand content and alliances manager, Connie Fontaine, said, “Chapter two will still be rooted in social media, but this time the content will also live offline and find its way into new mediums. Fiesta needs to clearly be the star now as the agents share their work within their communities and beyond.”

Although personal interaction will likely not result in the massive numbers of views generated by the online push of the original Fiesta Movement, it will allow Ford to establish a new conversation with demographics not interacting in the social media space.

“Essentially, the agents will be introducing Fiesta to their communities, with local culture driving the content they create,” said Fontaine. “There will be unique opportunities for consumers to actively engage and follow along with the agent teams in their area.”

Look for Fiesta Movement teams to be wandering the streets of Chicago, Los Angeles, New York, San Francisco, Detroit, Philadelphia, Boston, Denver, San Diego, Dallas, Houston, Seattle, Orlando, Phoenix, Atlanta and Miami in their 2009 Euro-spec Ford Fiestas.

Also be sure to read the exclusive Leftlane interview with Connie Fontaine as she discusses the Fiesta Movement, her role at Ford Motor Company and the possibility of similar programs being utilized for future vehicles launches.



Link to comment
Share on other sites

Join the conversation

You are posting as a guest. If you have an account, sign in now to post with your account.
Note: Your post will require moderator approval before it will be visible.

Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.

  • Who's Online   2 Members, 0 Anonymous, 74 Guests (See full list)

  • Chevy Estimated Range for Silverado EV Work Truck Raised to 450 miles

    When Chevrolet initially took the wraps off the Silverado EV last year, GM had estimated up to a 400 mile range based on its own calculations.  As the Silverado EV has made its way through development, it went for EPA certification and came back with 50 miles more than GM's estimate.  With this new EPA certification, the Silverado EV has an over 100-mile advantage over its only on-sale competitor the F-150 Lightning Extended Range (320 miles). The Silverado EV will launch first in WT trim with t


    All New 2024 Toyota Tacoma Yearns For Adventure

    The Toyota Tacoma has been the best-selling mid-size pickup in the U.S. for nearly 20 years. Holding such an important place in the lineup, Toyota has been very conservative with updates in the past.  The outgoing generation ran for a full 7 years, but even that was based on a platform that dates all the way back to 2004.  For 2024, the Tacoma sheds the old platform entirely and joins the Tundra and Sequoia on Toyota's new TNGA-F global truck platform.  The 2024 Tacoma is the latest (and final)


    The Ford Ranger Raptor Finally Comes to the US

    After years of being forbidden fruit offered only in overseas markets, Ford has finally deemed the Ranger Raptor worthy enough to bring to the U.S. The biggest reason for the U.S. not getting the prior version was its standard diesel power and the inability of the platform to take a sizable V6 engine. When Ford redesigned the 2024 Ranger (read more about the 2024 Ford Ranger here), they made sure to alter the engine bay and chassis to accommodate a V6. Powering the Ranger Raptor is a 3.0-li


  • Create New...

Hey there, we notice you're using an ad-blocker. We're a small site that is supported by ads or subscriptions. We rely on these to pay for server costs and vehicle reviews.  Please consider whitelisting us in your ad-blocker, or if you really like what you see, you can pick up one of our subscriptions for just $1.75 a month or $15 a year. It may not seem like a lot, but it goes a long way to help support real, honest content, that isn't generated by an AI bot.

See you out there.


Write what you are looking for and press enter or click the search icon to begin your search