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Ford hopes Movement gives Fiesta a boost

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Ford hopes Movement gives Fiesta a boost



Movement 2010 is playing a role in Ford’s nationwide campaign to introduce the new Ford Fiesta to music fans.

The techno festival taking place this weekend at Hart Plaza -- technically titled Movement Electronic Music Festival Powered by Ford Fiesta -- has much in common with the Fiesta, which was originally built for the European market, where Detroit techno is most widely appreciated.

“The same as Movement, Fiesta is about a culture and a community and a kind of music that is embraced and loved around the world,” said Jeffrey Eggen, experiential marketing manager for Ford.

The Fiesta -- to arrive in dealer showrooms by early summer -- is a big deal for Ford because it is the first time since 1997 the automaker has sold a subcompact car in the U.S., and it is part of the automaker's goal to become known as a manufacturer of high-quality small cars.

The Fiesta headquarters at Movement are located just inside the entrance to Hart Plaza, with bright splashy colors designed to draw attention to the associated action. Three different artists have been hired to customize Fiestas. One, Carl Oxley, will work live on site today. Additional artists were on the grounds creating work with duct tape and chalk constructed around the Fiesta concept.

On Saturday, artist Tristan Eaton sweated in sunshine to complete the imagery of a tiger on the driver’s side of a Fiesta. “When a client allows me to be totally creative, I give so much more back,” he said. Eaton has worked with Ford on previous projects, but he also used to design posters for techno artists, including Detroit’s DJ Bone. “I have roots in the electronic music world,” he said.

Inside a lounge, the Fiesta mission control car is parked with five iMacs mounted to it. The car serves as a mobile WiFi station, allowing festival attendees to link to the Fiesta’s Movement Web site. It’s a keen, savvy display designed to appeal to the sensibility of an electronic music fan.

Curious fans wandered into the booth, and emerged carrying free t-shirts imprinted with one of the artists’ designs. “I was just wandering by and the car getting painted caught my attention,” said Detroit resident Janice Meeks, who selected Eaton’s design.

“We’re going to be there with a genuine organic presence, just as we’ve been doing with Fiesta pre-launch,” Eggen said. “Fiesta needs to be a part of the festival and the scene. We’re not just going to be down there and showing cars. We want to make it genuine. We want people to discover Fiesta because it’s cool. It shows that we understand.”

Ford is also going to have a presence at the Bonnaroo festival in Manchester, Tenn. in June, using a different approach. A tent will be constructed to feel like a 1970s garage, where bands will perform and Fiestas will be parked. “The strategy is the same that we’ve had with the Fiesta Movement, Fiesta-inspired content and activities. We allow people to discover Fiesta on their own terms,” Eggen said.

Ford's sponsorship role with the techno festival has come full circle. In 2001, the automaker was the title sponsor of the event, then known as the Detroit Electronic Music Festival. That sponsorship was timed to the launch of the Ford Focus.



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