Building on the groundbreaking social engagement program that launched the Ford Fiesta in the U.S. in 2009, Ford now plans to introduce its new 2014 Fiesta through an innovative ad campaign created entirely by consumers.
To tell the new car’s story, Ford announced last week that it is seeking 100 social influencers, who – through a mix of paid media, social media and experiential events – will convey the unique personality and attributes of the new 2014 Ford Fiesta in an entirely different way. Ford made the announcement at the Social Media Week convention in New York.
“Fiesta was designed to reflect the individuality of the customer, so we feel the marketing efforts should give the reins to the people who will be driving it,” says Jim Farley, Ford Motor Company executive vice president of Global Marketing, Sales and Service and Lincoln. “We have a fuel-efficient, tech-savvy and stylish car that doesn’t sacrifice on performance – it truly has its own personality. That personality will come through in the stories and experiences of real people.”
Ford was the first automaker to truly introduce vehicles through social media and now, the evolution of the Fiesta Movement takes the use of social channels for reveal to an entirely new level. Building on the success of the initial launch, Ford will give the agents a new Fiesta, then step back and let them do what they do best: Entertain their followers. As a result, the voice of this exciting new car will come straight from the people – making this the Blue Oval’s first completely user-generated campaign.
The campaign will include celebrities, current Fiesta owners and new agents – all carrying out a series of exciting missions with the 2014 Fiesta. Ford will provide agents with gas, insurance coverage, cameras and other tools they need to create content.
The missions – which will span the country throughout the year – are expected to be seen on TV shows, social media sites and paid advertisements, and engage millions of people. Over the course of the original Fiesta Movement, agents traveled more than 1 million miles in Fiestas, created more than 50,000 pieces of content, and generated nearly 30 million views through social media.
The next Fiesta Movement content will live on www.fiestamovement.com; Ford will promote the content across multiple channels.