Ford asks tech-savvy consumers to share their Fiesta driving experience socially.

In a new program dubbed “Fiesta Movement”, Ford will choose up to 100 vehicle enthusiasts to drive a Fiesta and share their hands-on experience online at Facebook, Flickr and YouTube. The pre-launch program is like no other as it is uniquely focused on social media – indicative of the progressive marketing ideas taking shape at Ford. Consumers will be able to connect to the Fiesta discussion, and capture and share their experiences digitally.

Starting in late spring, the chosen consumers, called “agents”, will be asked to complete “missions” in their Fiesta. The missions take them to new places, to meet new people and to experience new things, all while bringing their friends and followers along for the ride. As well, additional consumers will also get a hands-on experience with the Fiesta in the form of test drives -100,000 in all.

Applications for those who want to be an “agent” in the Fiesta Movement can be found online at fiestamovement.com or fordvehicles.com/2011fiesta. The application also asks applicants to submit a two to five minute video explaining why they want the opportunity to become part of the Fiesta Movement. Applications will be accepted through March 13, 2009.

Quotes

“It’s one thing to talk about the vehicle, but it’s another to put people into the vehicle and let them experience it. To give people the hands-on experience to get excited about the Fiesta this early, is a great opportunity.”
- Connie Fontaine, Ford Brand Content and Alliances Manager

“This is another demonstration of ‘One Ford.’ Now that we are leveraging our global reach, this presents a unique opportunity. It’s already been launched in Europe with success, and now it’s our turn.”
- Sam De La Garza, Small Car Marketing Manager

“By focusing on social networks, the Fiesta Movement embraces a fundamental shift in the way people are communicating. The Fiesta brand is already being talked about…and we want to keep the conversation moving.”
- Sam De La Garza, Small Car Marketing Manager