Ford’s social media campaign aimed at Millennials kicks off in New York City with two events for bloggers.
The Fiesta Movement, which is aimed at introducing Millennials to a new generation of global small cars, rolls into New York’s Times Square on April 7, 2009, just prior to the New York International Auto Show (NYIAS). The campaign will engage the city’s “social media influencers” to spread the word about Fiesta’s upcoming 2010 North American launch.
Millennials –those born between 1979 and 1995– are active users of online networks like Twitter, Facebook, Flickr and YouTube. Two main Fiesta Movement events, Influencer Drives and a Ford Fiesta! Tweet Up, will allow these Gen-Y influencers to use these technologies to share their experiences digitally and in real-time.
Influencer Drives
Approximately 20 social media, lifestyle and trendsetter bloggers will be invited to experience the Ford Fiesta first hand through a test drive or ride along in Manhattan. Members of the Ford Fiesta marketing and communications team will act as chauffeurs and help personalize each individuals’ Fiesta experience as they cruise about the city - a staff member will be on hand to capture each ride on video.
Ford Fiesta! Tweet Up
The Ford Fiesta Tweet Up, hosted by Scott Monty (Ford), Rohit Bhargava (Influential Marketing Blog), Ray Wert (Jalopnik), Adam Hirsh (Mashable), Julia Roy (Undercurrent) and other notable NYC based online influentials, will be held from 6 – 8pm at Nero on Gansevoort Street. Attendees will have the opportunity to get a tour of the vehicle, chat with the hosts and contribute Fiesta Movement challenge ideas in real time via the Twitter hashtag #fiestamovement.
Throughout the two events, both bloggers and attending Fiesta 100 agents will be encouraged to share their thoughts and experiences by uploading videos and photos via social networks, writing blog posts and “live Tweeting” throughout the Fiesta Movement campaign using the hashtag #fiestamovement.
Social Media Links
Fiesta Movement on Facebook
Fiesta Movement on Twitter
Fiesta Movement on YouTube
Fiesta Movement on Flickr
